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Saudi city of NEOM reboots its sponsorship strategy with Mercedes EQ team deal

The Mercedes-EQ Silver Arrow photographed on NEOM’s Magna Road.

This weekend's Diriyah E-Prix offers an opportunity for Saudi future-city project NEOM to reboot its sponsorship strategy after it lost two key deals in the esports sector. But will a partnership with the Mercedes EQ team succeed in repositioning the Kingdom? Ben Cronin talks to sports partnership director Neal Coupland.

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