Bahrain International Circuit, Bahrain

The undisputed ‘Home of motorsport in the Middle East’ came into being in March 2004, a mere 16 months after its initial construction began. The brain child of His Royal Highness Crown Prince Sheikh Salman bin Hamad al Khalifa, the venue is host to the annual Gulf Air Bahrain Grand Prix, as well as Drag, GT, GP2, Porsche SuperCup, Formula 3 races and the Australian V8 Supercar Championship series.

A great venue for a new generation of motorsport lovers, from the region and beyond, the extensive media coverage of the annual races attracts racing aces like Michael Schumacher, Felipe Massa, Jenson Button, Lewis Hamilton and Bahrain’s own Sheikh Salman bin Rashid al Khalifa and Hamad Al Fardan. By promoting motorsports on such a grand scale, the BIC brings to light Bahrain’s truly global and welcoming culture. This elite 6.4 km racing circuit located in the south-western area of Bahrain, is one of only 17 circuits world wide that hosts a round of the FIA Formula One World Championship.

Designed by German architect Herman Tilke, the circuit is built on a sprawling 169 hectare desertscape with a 36,000 seating capacity and a further 7,000 seats for corporate guests. Comprising seven racing tracks, four of which can be used simultaneously, the outer track has been designed to accommodate all racing disciplines - corporate and incentive events as well as all year round testing. The complex also houses the region’s leading off-road 4x4 course ‘Adventure Drive Arabia.’

Look no further for a bespoke venue for corporate exhibitions and product launches as the BIC is the preferred forum to host large events. The luxurious corporate hospitality suites speak volumes about the BIC’s mark of international service. With the main operational building, Al Sakhir Tower, offering a panoramic view of the race track, the setting sun and the ocean, the BIC captures both the traditional allure of the desert, in which it is situated, and the glamour and excitement of Formula 1.

Although positioned in the middle of the desert, the track is made of Graywacke aggregate (largely Welsh granite) shipped from the UK, and is highly acclaimed by Formula One drivers and F1 bosses for the high level of grip it ensures.

The cost of building Bahrain’s circuit amounted to an approximate $150 million. Returns on this investment have benefited the Kingdom of Bahrain’s economy and global profiling, justifying the large investment made. Not only do the annual motor sporting events, most notably the Formula One Gulf Air Bahrain Grand Prix, attract worldwide racing fans, it also generates regular quality media coverage for the Kingdom. By signing a deal to host one leg of the Formula One Championship until 2016, Bahrain has secured the opportunity to promote the country’s diversification strategy by propelling tourism and positioning itself as a regional motor sport hub. Martin Whitaker, CEO, BIC, confidently explains, “Everyone who visits the island as a direct result of an event at the BIC pays for an air ticket, stays in a hotel, eats at a restaurant, hires a taxi and shops at the malls - that adds up to a significant and generous proportional effect on the country’s GDP.” But what actually makes the destination so appealing is the ease of access that Bahrain offers, as a holiday destination, to the Middle East and Europe.

In the process, Bahrain has been given a face-lift as one of the Gulf region’s fastest growing nations, thanks to the phenomenally successful six Grands Prix rounds that it has already hosted. The development of the ultra modern circuit has been a catalyst for the future growth of the economy of the Kingdom, while laying the foundations for other ambitious investments. Martin Whitaker explains, “Without a shadow of doubt the menu of regional and international racing hosted at the BIC has changed the perception, awareness and profile of the Kingdom to hundreds of millions of people around the world”. He adds that the Grand Prix in Bahrain is being used as “a platform on which to develop new business while also encouraging their counterparts to look at BIC as a corporate hub and a place for customer incentivisation.”

Media interest in the country has increased tremendously ever since Bahrain made history in 2004 by hosting the first Formula One Grand Prix race held in the Middle East. In 2005, the Gulf Air Bahrain Grand Prix generated print media coverage to the value of $43 million, of which $12.4 million was within Bahrain itself. The year 2006 saw a massive 780 percent leap with a total media value and global airtime exceeding that of the entire Winter Olympics in Torino. The total economic impact on the Kingdom of Bahrain during the three-day Formula One race weekend totalled a staggering $580 million.

In 2008, the BIC received the prestigious FIA ‘Centre of Excellence’ award from the FIA Institute which makes it the only Grand Prix circuit to hold such an accolade. The Kingdom also hosted the immensely successful second annual FIA Summit entitled ‘Medicine in Motorsport’, as well as the inaugural ‘Motor Sport Business Forum Middle East’, which was designed to focus new business opportunities and media in the Middle East. The forum that BIC provides for these international summits promote the diverse business opportunities that Bahrain has to offer the world. Also host to some of the most splendid events, product launches and corporate functions; in 2008 alone the circuit had a staggering 460 commercial events with a further 150 charity and community events. Not only is the BIC home of the development of regional motorsport with a vibrant karting circuit and community, it also has a portfolio of corporate and retail events that are characterised by a wealth of entertainment options.

Standing as an icon of diversification in a rapidly evolving region, the core element of Bahrain’s business strategy has been endorsed by the Bahrain Economic Development Board’s new annual partnership with the BIC with the launch of the ‘@ Bahrain’ branding of the new Sakhir City Development Corporation business park. This will also oversee the expansion of Bahrain’s links to the automotive sector, demonstrating precisely how the circuit and adjacent land is being used to promote opportunities for business development, thereby highlighting the geographical importance of Bahrain as transportation and trading centre point. Another striking example of how the BIC stands as an ‘oasis in the desert’, is the rapid rise of world class hotels and resorts like the Banyan Tree Al Areen Resort and Spa, Four Seasons Hotels and the Ritz- Carlton allowing for luxury stay options for visitors during the races and otherwise.

Formula One, Formula 1 or F1 is officially known as the FIA Formula One World Championship and is deemed the highest class of auto racing. ‘Formula’ refers to a set of rules that all participants and cars must comply with. The F1 season consists of a series of races, known as Grand Prix’s held on purpose built circuits with cars reaching speeds of 360 km/h.

Europe is Formula One’s traditional centre, where all teams are based, and where about half of the races take place. However, the sport’s scope has expanded significantly in recent years and Grand Prix’s are held world wide. Events in Europe and the Americas have been dropped in favour of races in Asia and the Far East.

Benie Ecclestone is widely credited with rearranging the management of Formula One’s commercial rights, transforming the sport into the billion-dollar business it is today. Formula One is a massive television event, with a global audience of 600 million people per season. ‘The Formula One Group’ is the legal holder of the commercial rights with significant economic effect and popularity making it an obvious merchandising environment and contributing to high sponsorship investments.

With the continued support of its main sponsor Gulf Air, the Bahrain Formula One Grand Prix joins Australian V8 Supercars series, the GP2 Asia races, as well as home grown series such as the ‘Chevrolet V8 Supercars Middle East’ and ‘Batelco 2.0 Litre Challenge’; in addition to the local favourite, ‘Drag Championships’, delivering a what Whitaker calls “an important building block for BIC and the Kingdom at large”. By increasing entertainment value and promoting the BIC through regional events, Bahrain’s economy stands to benefit from the kudos that the circuit creates.