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.
“There are several reasons for this shift,” Palethorpe noted. “From an economic standpoint, B2B makes more sense. There’s less risk compared to B2C, where you deal with unpredictable consumer behaviours. In B2B, corporate clients know exactly what they want and are ready to invest, allowing us to offer more tailored and high-quality experiences.”
The shift to B2B also reflects changes in the hospitality industry, where clients are demanding more bespoke, high-end experiences. “Corporate hospitality is evolving. Gone are the days of standardised packages. Today’s clients expect something truly unique,” Palethorpe adds. “Whether it’s the quality of food, the atmosphere, or the overall experience, our clients want the best, and we are here to provide that.”
Formula 1: The Springboard to Global Recognition
AIOKA’s reputation was built on Formula 1 events, and this continues to be a critical part of its offering.
“Formula 1 is the pinnacle of motorsport,” Palethorpe said. “It’s a major confluence of business, sport, and entertainment, attracting major corporates, CEOs, and ultra-high-net-worth individuals, providing a unique opportunity to curate high-end experiences that resonate with this exclusive audience.”
This year, AIOKA has operated at 12 races across Asia, the Middle East, Europe, and the Americas, with plans to expand to 15 or 16 races next year. Partnerships with brands like OKX and LVMH underscore AIOKA’s commitment to delivering world-class events.
This year, AIOKA played a key role in helping OKX, one of the world’s leading cryptocurrency exchanges, launch its platform in Dubai. OKX is the first major global exchange to serve both retail and institutional clients in the UAE.
“We curated the launch event for OKX at the Museum of the Future,” Palethorpe explained. “It was a landmark event for both OKX and Dubai, a global hub for blockchain technology.” The partnership with OKX is another example of AIOKA’s ability to execute world-class events, leveraging its network across sports and business sectors.
“Working with companies like OKX, McLaren’s title sponsor, has been a great experience because they’re innovative and forward-thinking. It aligns with our goals,” Palethorpe adds. “LVMH, the epitome of luxury, is another brand we’re proud to partner with. These partnerships reinforce that we’re offering a product that resonates with high-end clients worldwide.”
Bespoke Experiences Redefining Corporate Hospitality
At the heart of AIOKA’s strategy is the concept of creating truly bespoke experiences. As the demands of corporate clients evolve, AIOKA rises to meet them by offering curated events that go beyond traditional hospitality. Whether a gala dinner, brand activation, or media event, AIOKA’s attention to detail ensures every experience is uniquely tailored to the client’s needs.
“Our approach is to continuously reinvest in our product,” Palethorpe shared. “Many of our competitors focus solely on short-term profits, but we believe in creating long-term value by offering the best possible experience. From AV setups and lighting to food and beverage, we aim to set the standard for corporate hospitality.”
One of the most exciting aspects of AIOKA’s bespoke offerings is its Race Weekend luxury experiences. “We’ve taken our expertise in hospitality to create something truly special with Race Weekends,” Palethorpe said. These events blend the thrill of Formula 1 racing with indulgent luxury, offering VIP lounges, gourmet dining, and front-row circuit views in some of the world’s most glamorous cities, such as Monaco, Las Vegas, and Riyadh.
A UAE-Born Brand Going Global
AIOKA’s roots are firmly planted in the UAE, a strategic decision that has helped the company scale globally. “Being based in the UAE has been crucial for us,” Palethorpe explained. “The country offers a business-friendly environment, with tax breaks and ease of setup, which has allowed us to grow quickly. It’s also an attractive place to bring in top talent, given the lifestyle and benefits.”
Despite its global ambitions, AIOKA remains proud of its UAE origins. “We’re a UAE-born brand, and we’re proud to take that identity to a global level. Our core team is based here, and they travel with us to events around the world to ensure consistency and excellence,” Palethorpe said. “At the same time, we work with local partners to adapt our events to different markets, while maintaining the same high standards.”
As AIOKA continues to expand, it faces several challenges typical of fast-growing companies. “One of the biggest challenges is scaling our team,” Palethorpe explained. “We’re a close-knit group with high standards, and it takes time to bring new hires on board and align them with our way of working.”
Managing multiple projects across different time zones also presents its own set of challenges. “We’re operating events across the globe, from America to Asia, which requires a lot of coordination,” Palethorpe added. “But it’s a challenge we’re excited to face as we continue to grow.”
Looking ahead, AIOKA’s expansion into new markets and industries presents significant opportunities. “Beyond Formula 1, we’re exploring other sports and event spaces. We’re also developing a consultancy arm to help brands navigate the sports and corporate hospitality space,” Palethorpe revealed.
AIOKA’s Unique Selling Point
What sets AIOKA apart in the competitive world of corporate hospitality? According to Palethorpe, it’s the company’s commitment to reinvesting in its product. “While many competitors are content to tick boxes and focus on the bottom line, we believe in constantly improving our offering. Whether it’s the quality of the furniture or the logistics behind the event, we aim to offer the absolute best,” he said.
This focus on continuous improvement has paid off. “Our clients, including global brands like LVMH, seem to agree that we’re offering something truly special,” Palethorpe added. “We’re not just creating events; we’re curating experiences that resonate with people on a deeper level.”
Looking to the Future
AIOKA has already established itself as a leader in the field, consistently delivering exceptional experiences to clients worldwide. “We’ve built a brand based on quality and attention to detail, and we’ll continue to uphold those values as we expand,” Palethorpe said. The company’s new slogan, “Curating corporate experiences around the globe,” reflects its strategic shift from B2C to B2B, emphasising its focus on delivering unparalleled experiences for corporate clients.
Looking ahead, AIOKA has ambitious plans. “Our goal is to create an environment where business can happen—where the right people come together to build connections and grow their businesses,” Palethorpe shared. Over the next five years, the company aims to continue its rapid expansion, both within the world of Formula 1 and beyond. With a strong foundation of excellence, innovation, and bespoke corporate experiences, AIOKA is well-positioned to build on its existing success and redefine the future of corporate hospitality.