Inside Audi Middle East’s New Race Day Ritual
Audi Middle East’s Formula 1® Screening Series brings customers, media and fans together as the season builds
Race Day is when the Audi community comes together.
It begins in group chats, in the quick exchange of predictions, in the familiar debate over strategy, form and whether this could be the weekend everything changes. By the time the cars line up on the grid, the race is no longer something people simply watch. It becomes a shared ritual.
Audi Middle East is leaning into that feeling with the launch of its Formula 1® Screening Series, a new regional platform that brings customers, media, fans and friends of the brand together to experience key races throughout the season.
The series began in Dubai on 7 June, followed by another Audi Dubai screening on 14 June. On 28 June, the concept widened across the region, with Audi Abu Dhabi, Audi Bahrain, Audi Dubai, Audi Kuwait and Audi Qatar hosting race day gatherings in their respective markets. More markets are set to follow, with Oman and Lebanon also preparing to bring the experience to their local Audi communities.
Each screening carries the personality of the market hosting it. Some take place in showrooms, where guests are surrounded by the world of Audi as the race unfolds. Others bring the community into lifestyle spaces, giving the afternoon or evening a more social feel. Excited fans can expect a range of experiences, from food and refreshments to Audi merchandise, brand accessories and, in selected locations, racing simulators that let guests move from watching the action to feeling a little closer to it.
In Dubai, the experience had an added pull with the presence of the Audi R26 showcar. Giving guests a closer look at the shape of Audi’s future in Formula 1®, the showcar added a sense of anticipation to the screening before continuing its journey across the Middle East.
For Audi Middle East, the Formula 1® Screening Series is a way of bringing the brand’s regional community into the story, with Audi’s first season ont the grid. It gives each market a platform to create local moments around a global sport, while building a stronger connection between the brand, its customers and the growing culture around Formula 1® in the Middle East.
The screenings will continue for selected races, with each market announcing upcoming events based on local plans and race timings. For those who want to be part of the next race day experience, the best place to follow the journey is through each local Audi Instagram page, where markets will share details of upcoming screenings and how to attend.
As the Formula 1® season builds, Audi Middle East’s Screening Series gives fans a new way to follow the action. Not from a distance, but together, in the company of a community gearing up for what is predicted to be an exciting finale.
The A6, Off the Clock
The Audi A6 has long belonged to the working week, yet some of its finest journeys begin
Audi Nuvolari at Goodwood Festival of Speed
High-performance technology and new Audi design – the supercar took on the Goodwood Hillclimb