DLA Piper has advised Mercedes-AMG GmbH on a partnership with Qiddiya Investment Company for the development of the world-class experience centre Mercedes-AMG World of Performance in Qiddiya City, Saudi Arabia.

The Mercedes-AMG World of Performance is expected to attract millions of visitors annually. It will immerse guests in the brand’s rich heritage, celebrate its racing pedigree, and showcase engineering excellence alongside the latest innovations from the performance car brand. Spanning approximately 45,000 square meters over nine floors, the experience centre is set to open within this decade. Located in the Speed Park of Qiddiya City, it will offer a variety of attractions dedicated to Mercedes-AMG, including real-world track experiences. Currently under construction, Qiddiya City is a futuristic city comprising a mix of high-energy entertainment attractions, sports complexes, cultural landmarks and residential neighborhoods set against one of the region’s most iconic landscapes, and a cornerstone of the ambitious Saudi Vision 2030. The Speed Park shall feature a spectacular racetrack and is set to inter alia host Formula 1 Grand Prix races and become a unique motorsport destination.

The DLA Piper team was led by partner Dr Murad Daghles with support from counsel Dr Philipp Kynast and senior associate Timo Heppner (all Corporate/M&A, Dusseldorf). In addition, partners Sebastian Goslar, (Corporate/M&A, Dusseldorf), Dr Marie-Theres Rämer (Tax, Frankfurt), Ton van Doremalen (Tax, Dubai), senior associate Albina Daka (Tax, Frankfurt) and associates Colin Kastrup, Tim Meyer-Meisel (both Corporate/M&A, Dusseldorf) and Raneem Alrakhaimi (Tax, Riyadh) were involved.

On the Mercedes-AMG side, the project was led by Dr Stefan Bucher, Head of Legal Product & Motorsport and Katharina Schromm, General Counsel, Head of Legal and Compliance.