Aston Martin Aramco have today announced an elevated partnership with Saudi Arabian Mining Company Maaden, who now assume a newly developed “Principal Partner” designation – the first partner to assume this title with the team.

Maaden is the largest mining and metals company in the Middle East, and the fastest growing in the world. The elevated partnership builds on the original announcement last year and will continue to be an integral part of Maaden's ongoing transformation as it aims to attract and retain top talent to drive forward a technology-led generation of mining.

To support their elevated position with Aston Martin Aramco, Maaden has today revealed a new partnership-focused campaign titled “Unearth Your Greatness”, which aims to celebrate the greatness that comes from the dedication to craft – both within the world of Formula 1 and within the mining industry. Maaden and Aston Martin Aramco together strive for greatness, and this campaign will honour the dedication and talent that goes into mastering a skill.

As Maaden builds towards the future and further cements the mining industry as the third pillar of the Saudi economy, campaign initiatives will focus on driving awareness of Maaden at an international level through social and digital campaigns as well as trackside content. Additional collaboration will include university and internship programmes, employee engagement and recruitment, and regional engagement celebrating the Kingdom and its culture.

Bob Wilt, CEO, Maaden: “The ambition and dedication to success that Aston Martin Aramco fosters resonates deeply with Maaden. As we both set to deliver strong growth in the coming years, our role as inaugural Principal Partner demonstrates the value that we see in this long-term relationship. It not only supports our growing global brand but also our ability to reach new, younger audiences and showcase the technology-led change that is happening throughout the mining industry, as we set to inspire our leaders of future.”

Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco Formula One™ Team: “Both Aston Martin Aramco and Maaden share a desire to prosper together and be world-renowned champions of the future. This is reflected in our elevated partnership as the team’s first Principal Partner, marking a huge milestone for our team and testament to the hard work and dedication that is driving our growth. This new chapter will strengthen our relationship and sets the stage for a longer-term collaboration that will help Aston Martin Aramco achieve our trackside ambitions while supporting Maaden's own ambitious goals.”