GSIQ, the global sports and travel intelligence and research consultancy, has been appointed as a strategic partner to Qiddiya City – Saudi Arabia’s landmark mega-project and one of the most ambitious entertainment, sports and cultural destinations in the world.

The partnership sees GSIQ providing commercial insights and strategic advisory to support Qiddiya City’s rapidly evolving programme of venue development, partnership strategy and motorsport IP integration. Working as an extension of Qiddiya City’s motorsport strategy team, GSIQ brings data-driven analysis and valuation expertise to bear on some of the most significant commercial decisions in the project’s development.

Sam Dawson, Managing Partner, GSIQ MENA, said: “Qiddiya City represents exactly the kind of project that gets us out of bed in the morning – genuinely world-class ambition, complex commercial questions, and a team that wants rigorous insight to back their decisions. We’re proud to be a trusted partner at such a pivotal moment in the project’s development, and we look forward to continuing to support the team as their plans take shape.”

Qiddiya City is a new global destination built from scratch on the foundations of play. Located at the heart of the Tuwaiq Mountains just 40 minutes from Riyadh, the vibrant city brings entertainment, sports, and culture together in a way never seen before, including a world-class portfolio of motorsport venues, events and attractions.