The Luxury Media Group secures exclusive partnership rights at Yas Marina during Race Weekend 2025
This partnership marks a significant milestone in the company's commitment to delivering unparalleled and innovative high-impact media solutions and experiences to brands. The Luxury Media Group will collaborate with Publsh Media Group with whom it haspreviously worked for PR and sales.
Yas Marina becomes the ultimate place to be off-track during Race Weekend, drawing ultra-high-net- worth individuals (UHNWIs),industry leaders, celebrities, and international media. This year's event is set to be the most spectacular and largest yet, offering incredible brand exposure through elite networking, as well as exclusive entertainment.
The weekend offers maximum visibility among influential decision-makers and affluent audiences. For brands seeking to engage with high-value customers, business leaders, and global trendsetters, this event provides an unrivaled platform for strategic positioning and premium sponsorship opportunities.
Renowned artists – including Metallica, Post Malone, and Katy Perry – will perform at Etihad Park's After-Race Concerts.
Joonas Ruolahti, Founder and CEO of The Luxury Media Group, commented, 'Last year, we successfully commercialised YasMarina for the first time during Race Weekend, opening the venue to brand partnerships. We secured high-profile brands including Mastercard, Beyond Properties, and McLaren, among others. The partnership with Yas Marina was executed seamlessly and proved to be a tremendous success. This year's event is set to surpass all expectations, delivering an even larger, more dynamic, and immersive experience across every aspect.'
Jassim Albastaki, General Manager of Yas Asset Management, highlighted the significance of this partnership and the upcoming event, saying: 'We're proud that year one of the partnership between Yas Asset Management and The Luxury Media Group's was a great success. We're constantly striving to ensure innovation and service excellence is at the forefront of our business operations. Key strategic partnerships like this allows us to continue enhancing Yas Island's visibility as a world-class destination for unparalleled entertainment and leisure – bringing unique and immersive experiences to our patrons.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
07-08-2025
- Campaign ME
How Sony adapted a global audio campaign for the Middle East
Global creative platforms are powerful, but in the Middle East, campaigns resonate most when they feel built for the market. Sony's launch of the WH‑1000XM6 headphones shows how a premium audio brand can take a global idea, apply it across diverse cultures, and create region‑specific experiences without losing its creative centre. Koji Sekiguchi, Head of Marketing for Sony Middle East and Africa, shares how the brand adapted its latest audio launch to the region – from localisation and influencer alignment to segment‑focused messaging and market rollout. Globally, the WH‑1000XM6 headphones sit under the Sony audio division – For The Music – which US artist Post Malone is the face of. Known for his cross‑genre sound and direct connection to fans, he also collaborated on campaign content. 'Post Malone was selected for his authenticity, creativity, and deep connection to music,' says Sekiguchi. 'His influence and genre-defying style align with the WH-1000XM6's promise of immersive audio experiences. His involvement in the campaign, including co-creating ads, showcases how Sony's audio technology brings fans closer to the music, embodying the essence of For The Music campaign. View this post on Instagram A post shared by Sony Middle East and Africa (@sonymea) In the Middle East, this creative foundation was used as a starting point. 'Creative assets and messaging were adapted to reflect regional preferences, including language, cultural nuances, and aesthetic choices,' Sekiguchi says. 'It's important that people feel a campaign speaks directly to them, even if the core idea is global.' Localising experiences Sony's 1000X series has established a strong presence in the Middle East's premium audio segment by focusing on three key pillars: innovation, quality, and emotional connection. With the release of the WH-1000XM6, the brand builds on that foundation, introducing improved noise cancellation, refined sound performance, and user-focused features. 'At Sony, our focus has always been to meet the needs of our customers especially in the audio and content creation segment,' says Sekiguchi. The launch in Dubai was designed as a premium, interactive event. 'The launch event brought together a curated guest list of tech, lifestyle, and audio enthusiasts for an exclusive hands-on experience and featured dedicated demo zones that highlighted the WH-1000XM6's industry-leading noise cancellation and adaptive sound technology,' says Sekiguchi. Midway through the evening, attendees connected their headphones to a dedicated app streaming music created for the launch. The live performers on stage played a backing track that could not be heard through the headphones – a deliberate way to showcase the product's ability to isolate sound in busy or noisy environments. Influencers played a central role in the regional rollout. 'We collaborated with relevant local influencers whose profiles align with our brand values and resonate with our target audience to amplify our messaging across digital and social platforms,' says Sekiguchi. This approach supports a multi‑segment audience strategy. 'Audiophiles are drawn to Sony's offerings of superior sound fidelity and industry‑leading noise cancellation, which deliver the immersive listening experience they crave,' says Sekiguchi. 'Meanwhile, commuters appreciate the comfort, noise cancellation, and the ability to escape the hustle and bustle during their daily travel and remote work.' For Sekiguchi, versatility is a key driver. 'The product was designed with versatility in mind, making it suitable for various lifestyles and preferences, allowing it to seamlessly integrate into different daily routines, from on‑the‑go listening to focused work or study environments.' The headphones campaign covers the Sony's network in the GCC, Levant, Africa and Central Asia. 'All our initiatives are strategically positioned to cater to diverse markets, each with its own unique consumer preferences and technological demands,' Sekiguchi says. The media approach included region‑specific adaptation of campaign assets and messaging. 'Localised content helped ensure stronger engagement and greater authenticity, while region‑specific media channels were leveraged to maximise reach,' Sekiguchi explains. Measuring the launch In the early phase, the campaign focused on awareness. 'This was driven through a targeted influencer campaign featuring regionally relevant creators, which helped amplify visibility across social platforms and build early buzz around the product,' says Sekiguchi. 'Simultaneously, a strategic pre-booking window was launched, serving as an important indicator of consumer interest and intent to purchase.' 'The response during this phase provided strong initial momentum and valuable insights into demand,' he says. But Sekiguchi adds that the impact of the launch will be judged on more than sales. 'Ultimately our goal is to ensure the products we bring to market deliver on value, benefit expectations, and premium quality of lifestyle – meeting the expectations of both new customers and loyal Sony fans in the region.'
The National
11-07-2025
- The National
Post Malone dazzles fans in Saudi Arabia during Esports World Cup's kick-off concert
The 2025 Esports World Cup kicked off at Kingdom Arena in Riyadh with a Post Malone concert on Thursday night. The American singer-songwriter opened his performance with the 2019 hit Circles followed by a track list of fan favourites. The crowd revelled in a mix tape of his biggest hits, singing along throughout. Complementing Malone's set list were special effects used on stage to bring each song to life. During Sunflower, from the soundtrack of Spider-Man: Into the Spider-Verse, Malone approached fans and even some of the VIPs in attendance. Later, he shared a moment with chess grandmaster Magnus Carlsen, one of the Esports World Cup's ambassadors. With the crowd warmed up, it was time for a performance of Malone's 2018 hit song Rockstar, which got some of the loudest crowd appreciation of the night. Despite being a short concert, it served its purpose in getting the people of Riyadh, as well as its visitors, ready and excited for the competition about to unfold. Malone ended his set with a message of good luck to all the competitors at the tournament, and a wish for those attending to enjoy the event. Entertainment at the opening ceremony Malone's set was preceded with a lively performance of the tournament's official song Til My Fingers Bleed by Dino from K-pop band Seventeen, featuring American rapper and singer Duckwrth, and Telle Smith of metal band The Word Alive. Before the artists took to the stage, fans flocked into the arena to enjoy various activations. Many watched as Saudi Arabia's premier esports outfit, Team Falcon, competed in a tournament for the game Valorant. The game was projected on two large screens accompanied by live commentary. Outside the venue, attendees enjoyed dishes from a selection of food trucks, which served up everything from burgers and fries to ice cream and bubble tea. A DJ also provided a soundtrack of remixed tunes. The evening sidestepped many of the typical symbolic moves that signal the start of such a tournament, such as a ribbon cutting or speeches from organisers. Instead, the opening ceremony focused on the musical performances. Running until August 24 in Boulevard City, Riyadh, the tournament is the largest esports event in the world, in terms of games played and prize pool for winners. The 2025 tournament features a $70 million prize pool, the largest in esports history. It surpasses last year's total of $62.5 million, showing the growth and ambition of the competition. It will feature 25 tournaments across 24 titles, offering a mix of strategy, shooter, sports, fighting and mobile games. This year, organisers have also set up a fan festival for visitors to enjoy outside of the competition arenas. These areas will host miniature competitions, meet and greets with celebrities and influencers from the world of gaming, as well as a museum dedicated to the history of gaming.
The National
11-07-2025
- The National
Post Malone dazzles fans in Saudi during Esports World Cup's kick-off concert
Post Malone kicked off the 2025 Esports World Cup in Riyadh on Thursday night, bringing some of his biggest pop, rap and country hits to the Saudi capital. Opening the show at Kingdom Arena with Circles, Malone followed his 2019 hit with a track list of fan favourites. The crowd revelled in a mix tape of his biggest hits, singing along throughout. Complementing Malone's near-perfect set list were special effects used on stage to bring each song to life. During Sunflower, from the soundtrack of Spider-Man: Into the Spider-Verse, Malone approached fans and even some of the VIPs in attendance. Later, he shared a moment with chess grandmaster Magnus Carlsen, one of the Esports World Cup's ambassadors. With the crowd warmed up, it was time for a performance of Malone's 2018 hit song Rockstar, which got some of the loudest crowd appreciation of the night. Despite being a short concert, it served its purpose in getting the people of Riyadh, as well as its visitors, ready and excited for the competition about to unfold. Malone ended his set with a message of good luck to all the competitors at the tournament, and a wish for those attending to enjoy the event. Entertainment at the opening ceremony Malone's set was preceded with a lively performance of the tournament's official song Til My Fingers Bleed by Dino from K-pop band Seventeen, featuring American rapper and singer Duckwrth, and Telle Smith of metal band The Word Alive. Before the artists took to the stage, fans flocked into the arena to enjoy various activations. Many watched as Saudi Arabia's premier esports outfit, Team Falcon, competed in a tournament for the game Valorant. The game was projected on two large screens accompanied by live commentary. Outside the venue, attendees enjoyed dishes from a selection of food trucks, which served up everything from burgers and fries to ice cream and bubble tea. A DJ also provided a soundtrack of remixed tunes. The evening sidestepped many of the typical symbolic moves that signal the start of such a tournament. Instead, the opening ceremony focused on the musical performances. Running until August 24 in Boulevard City, Riyadh, the tournament is the largest esports event in the world, in terms of games played and prize pool for winners. The 2025 tournament features a $70 million prize pool, the largest in esports history. It surpasses last year's total of $62.5 million, showing the growth and ambition of the competition. It will feature 25 tournaments across 24 titles, offering a mix of strategy, shooter, sports, fighting and mobile games. This year, organisers have also set up a fan festival for visitors to enjoy outside of the competition arenas. These areas will host miniature competitions, meet and greets with celebrities and influencers from the world of gaming, as well as a museum dedicated to the history of gaming.
