Flip through the latest issue of Gulf Weekly.
The friendly motor-racing rivalry between Bahrain and Abu Dhabi is set to intensify as the two Gulf countries battle out for F1 supremacy in the air and on the ground.
Etihad Airways has signed a three-year sponsorship deal with the Ferrari F1 team just days before Gulf Air unveils its artistic livery promoting April's big race sponsorship in Bahrain.
Etihad's chief executive officer James Hogan, who once held a similar position with Gulf Air, signed with the Ferrari F1 Grand Prix team, shortly before the team's disappointing opening Formula One race in Melbourne.
The Abu Dhabi-based airline's name will feature prominently on the rear wing and side of the famous red cars throughout the 18-race 2008 F1 season and will also feature on the clothing of Ferrari's two drivers, Kimi Raikkonen and Felipe Massa in time for the race in Bahrain.
Meanwhile, the Gulf Air Bahrain Grand Prix will get a big boost this coming weekend when the national carrier unveils a special livery highlighting 'Our Race' in the kingdom from April 4-6 which is currently under wraps in a hanger in the neighbouring Gulf state.
To add even more sporting intrigue to the mix is the fact that Ferrari's arch rival McLaren has close ties with the island. Bahrain Mumtalakat Holding, a company wholly-owned by the Kingdom of Bahrain, holds a 30 per cent stake in the outfit.
Ferrari is already sponsored by Mubadala Development Company, an investment company owned by the government of the Emirate of Abu Dhabi with the company holding a five per cent stake in the 2007 world championship winning F1 team.
The Ferrari F1 team sponsorship deal follows a separate three-year deal signed by Etihad Airways last December to become the title sponsor of the Formula One Abu Dhabi Grand Prix, starting with the inaugural event next year.
The deal will see the F1 race in the UAE's capital city named the Formula One Etihad Airways Abu Dhabi Grand Prix until 2011.
The iconic Ferrari racing brand is set to open a $600 million, 2,500-acre theme park in 2009 that will include 24 attractions.
The highlights of 'Ferrari World' will include a 70-metre tall G-Force Tower, the world's first F1 branded twin roller coaster ride which will allow races between carriages, simulator rides, a race track, luxury hotels, apartments, villas, a golf course and dozens of restaurants.
So the lines have been drawn, on one side sits Abu Dhabi, Etihad and Ferrari and on the other Bahrain, Gulf Air and McLaren.
Mr Hogan said: "We share similar ambitions, to be the best in our respective fields."
A view shared by his opponents, no doubt, and the battle to win the hearts and minds of customers should prove as fascinating to watch as the action on the track.
As far as many race fans are concerned the Bahrain International Circuit will always be regarded as the home of motor racing in the Middle East.
Fascinated onlookers will soon see whether the banter turns bitter.
