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Each year, Yas Island transforms into the epicentre of one of the Middle East’s most anticipated events: the Formula 1 Etihad Airways Abu Dhabi Grand Prix. This high-performance spectacle blends sport, culture, luxury, entertainment, and brand storytelling at scale.
This annual finale to the Formula 1 calendar draws tens of thousands of attendees, with over 190,000 attending in 2024, spanning motorsport fans and international celebrities to decision-makers, high-net-worth individuals, and everyday consumers. Across three days of festivities - from qualifying rounds and track days to live concerts and immersive brand activations - the UAE capital pulses with a unique energy.
And at the heart of this citywide visibility lies a bold OOH opportunity. With the right message in the right location, brands can shift from presence to performance.
Yas Island is the home of the Yas Marina Circuit. It’s a high-density entertainment and lifestyle zone that connects audiences through movement, experiences, and impact.
Viola Media’s F1 Circuit Lamppost Network runs along Yas Drive, strategically placed to intercept the high-volume traffic heading to and from Yas Mall, SeaWorld Abu Dhabi, and key Grand Prix venues. With traffic naturally funnelling through this artery, the F1 circuits become high-frequency, high-retention touchpoints.
Viola Media’s three dedicated routes - F1 Circuit 1, 2, and 3 - serve as high-performance OOH corridors. Each circuit is fitted with bold, double-sided static lampposts designed to deliver standout visibility in a location where vehicle traffic is constant. These formats are designed for active recognition.
Together, the circuits generate more than 28 million monthly impressions, with F1 Circuit 1 alone delivering 12.2 million monthly impressions, followed by 11.9 million on Circuit 2, and 4.7 million on Circuit 3.
For the 2025 F1 season, Emirates NBD (ENBD) has chosen Viola’s F1 Circuit 2 and Circuit 3 for its campaign promoting the After-Race Concert and Post-F1 Entertainment line-up.
As anticipation builds beyond the track, ENBD’s campaign captures the energy of what comes next: the music, the nightlife, and the celebration. Positioned within minutes of the event venues, the campaign is poised to intercept attendees en route to the circuit and keep brand presence top of mind.
This kind of placement is cultural relevance in real time. The alignment between location, timing, and audience behaviour allows brands like ENBD to embed themselves in the F1 experience.
For brands expanding into the UAE market or looking to scale visibility across the capital, Abu Dhabi’s F1 season offers a uniquely condensed moment of attention.
This is not an event confined to one venue. The Abu Dhabi Grand Prix spills into hotels, beaches, malls, marinas, and various entertainment zones. The capital draws a diverse, affluent, and highly mobile audience. With Viola Media’s network especially in proximity to Yas Island, brands are uniquely positioned to engage this audience at multiple high-impact touchpoints.
Beyond the numbers, Abu Dhabi is a city built around transformation. Its infrastructure, cultural vision, and tourism strategy are designed to attract global attention and this is reflected in the scale and ambition of its events. For advertisers, that means placing campaigns in environments where visibility, context, and brand storytelling align.
With over 85% market share across Abu Dhabi, Viola Media is the leading OOH partner for brands looking to connect with audiences through precision and scale. Our presence, including the F1 circuits, is designed to put brands directly into the movement of the city.
In a city as dynamic as Abu Dhabi, success comes down to timing, placement, and the ability to connect with audiences at scale.
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