In the fast-paced, high-stakes world of Formula 1, AIOKA has found its sweet spot. Known for curating high-end, bespoke corporate and hospitality experiences, this UAE-born company began 15 years ago with a mission to create unforgettable events. Today, AIOKA operates globally, delivering luxury activations at some of the world’s most iconic Formula 1 races, from Monaco to Las Vegas, Singapore to Saudi Arabia, and Abu Dhabi to Australia.
The company has earned a reputation for hosting the ultra-wealthy and crafting luxury trackside experiences, which include high-end food, exclusive after-parties, and up-close encounters with the sport’s stars. Leveraging the glamour and excitement of F1, AIOKA is steering its growth into the corporate B2B space. Under CEO Max Palethorpe’s leadership, the company is redefining corporate hospitality, ensuring that every event is as thrilling as the races it surrounds.
Palethorpe, a co-founder and industry veteran, outlined AIOKA’s shift in a recent interview. “AIOKA originally grew out of Formula 1 hospitality,” he explained. “But as the events space has evolved, we’ve strategically shifted to focus more on bespoke corporate experiences.
We believe this is the future of corporate hospitality.” AIOKA’s pivot to B2B has been a natural evolution of its expertise in high-end event curation. While historically consumer-focused, especially within Formula 1, the shift to corporate events has opened new doors.
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