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.
You need a Premium subscription to access this content
Upgrade now to enjoy unlimited access to all our articles, insights, features and more
Already a subscriber? Sign in here