Before we delve into that. Formula 1 has experienced significant growth in the Middle East over the past twenty years, starting from humble beginnings and now boasting four Grand Prix weekends in the region – Bahrain, Saudi Arabia, Qatar, and the United Arab Emirates. Bahrain, in particular, is the preferred destination for F1 pre-season testing.
In addition to the region’s influence, F1 teams are owned or strongly supported by Arab investors, such as McLaren and Aston Martin, with numerous sponsors from the Gulf region also involved. There have even been speculations about the Saudis potentially acquiring F1 from Liberty Media.
Essentially, the Middle East is a major player on the global stage, and F1 is eager to tap into the seemingly abundant financial resources. However, it seems that little investment has been made to nurture F1’s Arabic-speaking fan base, which is essential for the sport’s growth. It seems that while they talk the talk, they have not yet walked the walk.
In February, Formula 1 announced a partnership with beIN, stating: “The multi-year agreement, valid until 2033, will cover 25 territories in the MENA region and Turkey, granting beIN the broadcasting rights for all F1 race weekends. This includes practice sessions, F1 sprint events, and Grand Prix races, which will be available on beIN SPORTS channels and their live streaming app TOD.”
Stefano Domenicali, CEO of Formula 1, expressed his excitement, saying: “With beIN, we have found a partner that will enhance the broadcasting experience and create top-quality programming that is aligned with our mission to showcase the drama and spectacle of Formula 1 to our fans at home.”
Ian Holmes, Director of Media Rights and Content Creation at Formula 1, also praised beIN, stating: “beIN has established itself as one of the leading global sports broadcasters, providing fans with unparalleled coverage in their sports portfolio. We are excited to collaborate with them, leveraging their extensive production capabilities in Doha, to further enhance the F1 broadcast programming and develop customized content that resonates with fans in the region, capturing the drama and excitement of Formula 1.”
Finally, Yousef Al-Obaidly, CEO of beIN MEDIA GROUP, assured: “We are committed to providing exciting Formula 1 experiences for millions of fans and cultivating a new generation of followers through captivating regional content and innovative broadcasting.”
Many optimistic and positive statements from all parties involved. However, a few months after the Championship and after five races, it seems that F1 fans in the Arab world are expressing dissatisfaction with the quality of the commentary they are receiving.
As someone who has been living in Dubai for a long time, I still maintain close relationships with many passionate racing enthusiasts and contacts in the automotive industry in the region. These fans are eager to consume high-quality content and have extensive knowledge about F1, just like their counterparts around the world. Additionally, a new generation is eager to learn and absorb information, as is typical of young people.
However, the information provided to Arabic-speaking F1 fans seems to be hindering the growth of the fan base, as I have heard from various sources. It is crucial that the quality of F1 coverage, regardless of language, is of a high standard. While it is understandable that beIN has chosen to use Sky F1 coverage in the short term, this decision may not be beneficial in the long run.
In the region, there is no excuse for not immediately implementing an Arabic-speaking F1 team that mirrors the style of Sky. This team should conduct grid interviews, provide analysis, insights, and much more. Just like their colleagues in English, Spanish, German, Portuguese, or any other language, these commentators must possess the same passion and knowledge of the sport, from the drivers to the teams and beyond the scenes of F1. There are Arabic experts in F1 and motorsport out there, and they need to be approached and hired before the situation worsens.
Upon hearing complaints from my friends in Dubai, I asked Jad, who is fluent in Arabic and a devoted F1 fan, to investigate further. He explained: “F1 coverage was previously provided by the Saudi-owned MBC group through their Shahid platform. However, it moved to the Qatari-owned beIN network. The announcement of this agreement was made on February 28, just a day before the opening of the Bahrain season. This left fans, including myself, wondering how we would follow F1 after Shahid withdrew. F1 TV saved me in this case.”
“As mentioned in the press release after the agreement with beIN, many promises were made. However, the initial impressions of beIN’s coverage after five races can be summed up in one word: disaster. This sentiment is echoed by several sources, including disgruntled fans on social media.”
“The team of commentators that has covered the races so far, supposedly selected from the beIN football commentators group and different from the team previously employed by MBC, is simply inadequate. Their glaring mistakes reveal a lack of basic knowledge about F1 teams, drivers, and even the complexities of the sport.”
A Formula 1 fan based in the United Arab Emirates, who is not professionally involved in motorsport, provided examples of errors made by beIN commentators: “They have no idea. Suddenly, Liam Lawson is referred to as a reserve driver for Williams, and Daniel Ricciardo is said to be Zhou Guanyu’s teammate at Sauber. These are just a few of the many mistakes.”
Coverage of Formula 1 through platforms like F1TV, social media, YouTube, and others is unparalleled and of exceptional quality. Sports fans have the luxury of accessing all aspects and details. However, this enthusiasm is not reflected on beIN’s social media channels, where there is a noticeable absence of F1-related posts. Even significant events, such as Nico Hulkenberg’s move from Haas to Sauber/Audi in 2025, went unnoticed.
Jad expressed his disappointment, stating that content on beIN mainly revolves around football and basketball, with only occasional mentions of F1. Personally, he switched to F1 TV this season and finds the content impeccable. However, those who prefer Arabic commentary are left with inferior service. It is worth noting that beIN gets its English content from Sky Sports F1.
Given that the Middle East has now hosted four F1 races (Qatar, Saudi Arabia, United Arab Emirates, and Bahrain) and is considered a promising emerging market for the sport, it is disheartening that the coverage is not up to par. It does not attract and educate new fans and does not satisfy existing knowledgeable fans, as evidenced by their critical comments on beIN’s social media platforms.
Jad concludes by affirming that, although F1 coverage in the Middle East has had its ups and downs, the current state is a step in the wrong direction. He suggests that F1, teams, and drivers should not only focus on profiting from the financial contributions of the region, but also prioritize improving the Arabic commentary. It is crucial to effectively convey the narrative and message of F1 to Arabic-speaking fans. Until beIN takes immediate steps to address these concerns, their F1 messaging service will continue to face justified criticism. It is imperative, on behalf of Arab F1 fans, that action be taken promptly.
© 2024
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© 2024
