In 2008, CBX founded the F1 FanZone to bring fans closer to the heart of the pinnacle of motorsport by creating the world’s largest, most diverse and most exciting Formula 1 outdoor experience.
As the exclusive promoter of the FIA Formula E World Championship in the Middle East, CBX made history in 2018 by organising the first-ever Formula E race in Saudi Arabia, opening the Kingdom’s doors to international visitors and staging the country’s first international concerts.
Alongside its involvement in motorsport, CBX has expanded its portfolio to snooker, table tennis, boxing and other major sporting events, entrusted with growing its footprint and reach beyond its core audience.
Our team is engaged by some of the best-known sporting brands, talent, and venues in the world.
When studying at University, Carlo was inspired by the idea to provide Formula 1 fans with unprecedented access to the fastest sport in the world, and in 2008, founded the F1 FanZone.
Becoming the largest, most diverse and most exciting experience for Formula 1 fans in the world, the F1 FanZone provided an inside glimpse into the pinnacle of motorsport and allowed fans to drive F1 simulators, practice pit stops, meet Formula 1 drivers, enjoy live entertainment, see historic cars, buy souvenirs and watch on-track sessions.
In 2018, Carlo expanded CBX’s portfolio into other major sports including tennis, golf, and boxing and also became the exclusive promoter of the FIA Formula E World Championship in the Kingdom of Saudi Arabia.
Combining the best local talent in the Kingdom with international motor racing experts – and with full endorsement from Formula E, competitors and the local community – Carlo and the CBX team made history by organising Formula E’s first-ever race in Saudi Arabia and the Middle East.
This event opened the country’s doors to international visitors and was the backdrop to the Kingdom’s first international concerts featuring artists including David Guetta and OneRepublic.
Carlo’s specialities include venue creation, Esports, brand activation, partnership management, ambassador/celebrity programmes, interactive experiences, roadshow events, hospitality, marketing and communications.
Developing venues and live experiences along an agreed and accurate timeline, Samer’s capabilities ensure that CBX is ideally placed to deliver all the construction and engineering solutions needed to create the optimum experience for sports rights holders, participants, media and guests.
In 2018, Samer led the development of a street circuit in the UNESCO World Heritage site of Diriyah in Saudi Arabia to host the ABB FIA Formula E World Championship.
While continuing to evolve the Diriyah venue and offering through subsequent editions of the Diriyah E-Prix, Samer has also taken a pivotal role in developing venues across a broad range of sports in the Middle East and internationally, not least the Jeddah Corniche Circuit, home of the Formula 1® Saudi Arabian Grand Prix.
After establishing a successful advertising business in the automotive sector, he moved to London where he spent three years with a London broking firm before joining one of the largest insurance broking firms in Bahrain and Saudi Arabia.
After 10 years in the corporate world, Roy was drawn fully back into the world of professional sports with the opportunity to partner with his brother, Carlo.
Using his experience of elite sport events, and corporate entertaining Roy oversees the development and delivery of the highest standard of motorsports hospitality for CBX events.
In addition to this, he is an integral part of the team that continues to attract new world class competitive sports broadcast events to Saudi Arabia.
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