My Abu Dhabi Notes (II) Watching the Redbull Air Race by the Marina

Abu Dhabi, to me, looks like a city built on the sea. This explains the pockets of high sea waters that meander into the different areas of the city accentuating its scenic oceanic look. It also provides for the many harbours constructed into every conceivable area and the display of different shapes and sizes of yatchs meant for the enjoyment and pleasure of these rich Arabs.
One of such beautiful scenes is the Marina at the Corniche. On this occasion, the Marina was cleared of all ocean vessels for the purpose of the Air Race. You’ll wonder: why an Air Race championship to support an FMCG brand? The brand’s DNA may provide a clue here. I never saw the opportunities that such a crazy event could have on a brand until I witnessed the unusually charged atmosphere and ocean of spectators that gathered by the Marina to watch.
For about six years, Redbull has followed its consumers’ passion for unusual events and programmes and the brand has progressively fashioned out and perfected the platform to meet these desires. This is where government’s willpower comes in; the police and the municipal authourity support the event to the fullest. About 2km stretch of road by the Marina was closed for the 2-day event. Vessels were barred from the sea. In their place were constructed Airgate crossings – fifteen in number – that served as tracks for the airplanes. These were arranged at seemingly impossible angles, tasking the pilots’ dexterity in meandering through them.
The race commentator describes the event thus: “flying low to the ground at breakneck speed, attempting difficult turning maneuvers at the Airgate crossings while coping with the high G-force. Only the best of the best can take part in a race that depends entirely on precision, speed and nerve of steel.”
With temperatures rising above 40 degrees and strong desert winds shifting the wind direction, the 2010 opener over the Arabian Gulf turned out to be one of the most challenging races in the six-year history of the Redbull Air Race World Championship. Watching from the Press Centre, journalists could understand the reasons for penalties such as track deviation, incorrect knife, too low, too high, and touching the gate.
15 pilots filed out for the coveted contest on Day 1. The number was scaled down to the top 12, some falling to the above-stated Red Bull Air Race sins. To reflect the keenly competitive nature of the event, highly favoured Austria’s Hannes Arch, who posted the fastest qualifying time for Friday’s Top 12, finished a disappointing 11th place after he was disqualified in the Top 12 round. Many other favorites were knocked out early due to disqualifications or technical defaults. This was not the only unexpected exit.
On Day 2, Super 8 provided more exits contrary to book makers. American Michael Goulian had earned a strong fourth place but his day nevertheless ended in disappointment as he was unable to fly in the final 4 due to technical problems. Canada’s Pete McLeod, a rookie at the 2009 edition, got a career-best fifth place. Also in the losers category was Australia ‘s Matt Hall who was poised for a place on the podium but was forced to retire, no thanks to technical issues. He ended up in eighth place.
The championship’s Top 3 were led by Bonhomme Paul of Great Britain , with a run time of 1:14.06; in the 1st runner-up position was Lamb Nigel, also of Great Britain. He recorded a run time of 1:14.92; while Beseyei Michael of Hungary placed 3rd with a run time of 1:21.18.
I never knew air racing could be such a popular, interesting and awe-inspiring high audience event. In addition to the thousands of spectators that swarmed around the Marina , about 200 journalists from different parts of the world came to cover the event live.
To attract huge followership, the opening ceremony of the annual championship customary starts at Abu Dhabi each year, possibly, to reward the support and loyalty enjoyed from the government and people of the Emirate. It has become a diary event giving enormous image credit to the brand as the organizers, and the Arab nation as the enabler of the event.
In other climes and possibly other brand sponsored events, every available space would have been adorned by the brand logo just to arrogate ownership of the property. The possibility of boring spectators with the monotony of the Redbull logo to the disadvantage of the brand was evidently removed. The logos could be found sparingly; no roller banners that sometimes obstruct traffic and constitute nuisance during events; branding was terse and orderly, proving lasting impression. As a first time visitor to some events, one is left wondering why a title sponsor still has to litter the landscape with ill conceived and awkwardly arranged roller banners and other brand manifestation materials all in the name of leveraging its sponsorship naira. Our major brands should take a cue!
For every tourist and spectator at the Redbull Air Race 2010 Championship, it was really a worthwhile time out and an event to match. The frenzy of the event and fascinating colours of the planes contrasting perfectly with the ocean blue sea is a scene to behold. Also, the sharp reflexes of the pilots, exceptional experience, high level competence and skills, all form a strategic fit between the brand and the event. This is what Redbull is all about, Alberto Chahoud, Communications Manager, Redbull, Middle East & Africa, proudly tells whoever cares to listen. “We do not take part in sports that do not require exceptional creativity, skills and talents”.