Fernando Alonso, in his Citi Private Bank helmet, surrounded by photographers and fans after a race

Citi & Aston Martin Formula 1

Delivering Formula 1 hospitality for Citi’s most valued clients across multiple Grands Prix, from travel and accommodation to private events and trackside hosting.

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Client: Citi Private Bank and Institutional Client Group
Partnership: Aston Martin Aramco F1 Team, since 2023
Selected races: Miami, Monaco, Silverstone, Singapore, Austin, Las Vegas, Abu Dhabi

Case study · Events & hospitality

Overview

Citi’s longstanding relationship with Fernando Alonso expanded in 2023 when it became a Team Partner of Aston Martin, creating new opportunities to engage clients through Formula 1.

The global marketing teams at Citi Private Bank and the Institutional Client Group appointed Sebadore to turn that access into a coordinated guest programme at some of the calendar’s most prestigious Grands Prix.

We managed the details that brought each weekend together: accommodation, transport, scheduling, side events and on-site hosting. Working across Citi’s internal teams and Aston Martin, our role also covered budgeting, guest collateral, gifting and specialist arrangements such as police escorts through race-day traffic.

Fernando Alonso in the cockpit of the Aston Martin Aramco F1 car, with Citi branding on the halo — Fernando Alonso, Aston Martin Aramco F1 Team.

What our client says

What Citi says about working with Sebadore

What we delivered

Guest management
We coordinated pre-event guest communications and hosted Citi’s clients throughout each race weekend.
Accommodation
We sourced hotels, negotiated rates and managed guest room requirements and bookings.
Transport
We coordinated specialist Formula 1 transport providers, arranging transfers and police escorts at selected events.
Event scheduling
We aligned schedules across Citi’s bank divisions, guest programmes and Aston Martin’s race weekend commitments.
Side events
We arranged meeting venues, dinners and appearances by team personnel, including guest Q&As.
Rights holder management
We led event coordination with Aston Martin’s account management and events teams.