For all businesses, relationships are crucial to success. Whilst corporate hospitality is considered a luxury for many, it is a tried and tested way to maintain customer loyalty.  Prevalent throughout the world, corporate entertaining is closely associated with large sporting events like tennis, rugby, horse racing, and Formula 1

Since the inaugural race in 2009, the Formula 1 Etihad Airways Abu Dhabi Grand Prix has continued to attract companies looking to interact with their various stakeholders in a relaxed environment.

The National Bank of Abu Dhabi (NBAD) has purchased tickets each year in the Premium Category-1 areas (Al Jood and Al Dhiyafa), as well as a selection in The Paddock Club.  The tickets are utilised to meet a range of the bank's business objectives, including: guest/staff rewards; guest hospitality; and, customer relations.

"Hospitality is at the heart of the bank's engagement.” commented Bassem El Boustany, a Project Development Officer in the Corporate Communication Department at NBAD. “F1 is the best, compared to all other events and races.  The event is seamless and our sponsorship manager often goes beyond the call of duty to accommodate our guest’s needs."

"2009 was history making for the UAE. The race gathered people and business entities from all over the world; it has such great grandeur.  From our perspective, other events are not as impactful. F1 has a prestige of its own.  Our main emphasis is hospitality, and the networking at the event comes to support it," continued Bassem.

Whilst corporate entertainment takes place across a variety of areas at the Abu Dhabi Grand Prix, the greatest number of corporate ticket purchases are made in Al Dhiyafa and Al Jood - the Premium Category-1 areas.

“The majority of our tickets are purchased in the Al Jood and Al Dhiyafa areas as they attract a high-class audience of entertainment seekers, and these are the people I want to be networking with,” said Michael Hariz, founder and Managing Director of HME Media. “It provides a great business opportunity for us.“

Michael continued, “We have actually increased the number of tickets we purchase each year, as we have a huge success rate of converting prospects into clients.  It is a great place to entertain and enjoy yourself.”