Posted on: August 2, 2023, 12:55h.
Last updated on: August 1, 2023, 10:39h.
Marina Bay Sands in Singapore is partnering with Formula One (F1) Team Scuderia Ferrari for a multiyear deal. The pact features an array of events and promotions in the lead-up to the Singapore Grand Prix in September.
Marina Bay Sands, often cited as the gold standard of the global integrated resort industry, is owned and operated by Las Vegas Sands. While the casino giant won’t be benefiting from Las Vegas bringing F1 to Southern Nevada for the inaugural Las Vegas Grand Prix this November (Sands no longer has any casino holdings in Nevada), the Ferrari pact paves the way for the company to race into the global sport.
F1 continues to gain popularity around the world, with the 2019 Netflix documentary series, “Formula 1: Drive to Survive,” a leading reason for the interest surge. While NASCAR is still king in US motorsports, F1 has long reigned elsewhere around the world.
F1 attendance surged to 5.7 million fans last year, up 36% from 2019. The highest class of international racing for open-wheel, single-seat formula racing also recently struck new, more profitable broadcast deals with ESPN and Fox Sports.
Iconic Hotel to Be Iconic Ferrari Red
Marina Bay Sands, one of two integrated resorts in Singapore, with Resorts World Sentosa the other, plans to host a series of Team Scuderia Ferrari events in September. Sands is aligning with “The Prancing Horse” team and its two drivers, Charles Leclerc and Carlos Sainz Jr.
Headquartered in Modena, Italy, Scuderia Ferrari is the oldest and most successful F1 team in Formula One history. The Sands-Ferrari multiyear partnership will feature Ferrari-themed activities, events, and promotions at the casino complex during Singapore Grand Prix race week that officially runs September 11-18.
A replica of the Ferrari SF90 racecar will also be on display at the resort during race week.
We are delighted to unveil our brand partnership with Scuderia Ferrari, the most successful F1 team in history,” said Marina Bay Sands Chief Operating Officer Paul Town. “We look forward to offering thrilling activations that immerse our visitors in the excitement of this remarkable partnership during the upcoming night race in Singapore.”
The most notable aspect of the marketing pact will be on full display throughout the sovereign city-state, as Marina Bay Sands plans to light up its three iconic hotel towers in Ferrari red during race week.
Paul Gandolfi, head of partnerships for Team Ferrari, said the deal with Marina Bay Sands made sense since both brands are “united in luxury, ambition, and the pursuit of quality and excellence.”
The 2023 F1 World Championship includes 23 races, but only four are contested under the lights. Two of those night races are Singapore and Las Vegas, which are held in cities that shine after the sun sets.
The Singapore Grand Prix is considered one of the more physically demanding F1 circuits because of its bumpy streets and 19-turn configuration. The circuit is a little more than three miles, with the Grand Prix composed of 63 laps for a total race distance of about 192 miles. Sergio Perez and Team Red Bull are the defending champions.
Retired driver Sebastian Vettel is the track’s most successful driver, as the former Ferrari and Red Bull-Renault driver won the Singapore Grand Prix five times.