There are few truly global sports. Many provoke global interest, but very few actually encompass the world. A few flagship events do, such as the football (sorry, soccer) FIFA World Cup, or the Olympic Games, but these take place every four years, and only at one location at a time. On an annual basis, there is surely only one sporting event that commands the attention of billions of viewers, broadcasts across 188 countries, and has its own dedicated press corp comprising more than 500 journalists.
Formula One is the pinnacle of motorsport, and captures the imaginations of a truly global audience. And, from this year onwards, the Middle East region can boast two Formula One races in one season.
As you might expect, these events offer a great opportunity for the region’s marketers to tap into both a global and local audience. But when it comes to sponsorship opportunities, the races themselves have pre-determined arrangements; a Swiss sponsorship management company, Allsport Management SA, effectively owns the commercial rights. This firm negotiates international deals for the whole competition, and decides the packages that will be sold at each Grand Prix, providing a rate card to each host circuit. The venue can then uses the rate card to sell advertising and marketing space at a local level.
The policy ensures a strong continuity, both visually and economically, across the season – and the globe. But it also makes it hard to identify a meaningful difference for the region’s advertisers when considering a tie up with one of the events. To help Middle East marketers decide where to place their dollars, Communicate put the Abu Dhabi and Bahrain Grands Prix head to head to find out which is the prancing horse, and which is the mangy mule.

Country
UAE
Population: 4.8m approx
Size: 83,000 km2
(Density: 64 per km2 )
Independent since: 1971
GDP per capita: $54,606
Max temperature: 48
Max rainfall: 12 – 35 cm

Bahrain
Population: 709,000 approx
Size: 6,665 km2
(Density: 1,454 per km2 )
Independent since: 1971
GDP per capita: $21,236
Max temperature: 35
Max rainfall: 7.2 cm

The verdict:
Bigger, stronger and richer, you might think the UAE is a run away winner. But with temperatures pushing a tire-boiling 50 degrees, and such torrential down pours (comparatively – there’s a whole five centimeters in it, at least), Communicate is plumping for the underdog. For pure moxy, and for punching well above its weight, we’re letting tiny Bahrain sneak into a tiny lead.
Bahrain: 8.6.
Abu Dhabi: 8.

The venue
Abu Dhabi
Name: Yas Marina Circuit
Location: Yas Island, 35km from downtown Abu Dhabi
Blurb: “The most beautiful, innovative and luxurious motorsport circuit ever built.”
Length: 5.55km
Top speed: 317 kph
Time: 1min40sec
Capacity: 50,000
Features: 500 bedroom, 5 star hotel straddling track; all stands under cover; marina-side track
Extras: Yacht club, Karting Center, Drag Racing Center, Driving School, Business Park
First race: Nov 2009
2008 season
position: Last
Sponsor: Etihad Airways

Sakhir
Name: Bahrain International Circuit
Location: Sakhir, 30km south of Manama
Blurb: “The home of motorsports in the Middle East.”
Length: 5.41 km
Top speed: 345 kph (TKTK)
Time: 1min30secs
Capacity: 45,000
Features: Eight storey VIP tower with roof terrace (Sakhir Tower)
Extras: 4x4 desert obstacle course, Kart Zone, Advanced Driving Center, BMW Performance Center, international standard drag strip
First race: Apr 2004
2008 season
position: 4th
Sponsor: Gulf Air

The verdict:
Both venues offer a pretty impressive package, and since the full Yas Marina development is not finished yet, it’s going to be hard to justify our winner. But if the visuals and advanced word are anything to go by, the Abu Dhabi track looks set to blow almost all Formula One circuits away, never mind just Bahrain. A waterside track, the stunning cross track hotel, the longest straight of all current Formula One tracks… the International Circuit puts up a good fight, but it just can’t compete.
Bahrain: 8
Abu Dhabi: 9

THE FINAL VERDICT:
Bahrain is now well established, and well respected. It broke new ground when it brought Formula One to the region, and as such has its own place in the history of motorsport. But the Yas Marina Circuit acted as the grand finale in a season of unprecedented drama. It is the newest track on the Formula One calendar, and has capacity for a higher number of visitors per day than the International Circuit. This year’s race also boasted a series of high profile concerts tied to the racing weekend (featuring global superstars like Beyonce and Aerosmith), as well as a massively popular Formula One fan zone on the city’s corniche.
The event was a phenomenon; association with it provided brand exposure at a level unseen at any sporting event in the region before. If that kind of promotional horsepower can be maintained in future seasons, there can really be only one winner in this race.
Bahrain: 16.6
Abu Dhabi: 17

THE WINNER: ABU DHABI FORMULA ONE GRAND PRIX, YAS MARINA CIRCUIT