M+C Saatchi Sport & Entertainment has been appointed by Formula E, following a six-way competitive pitch process.
The brief covers corporate, sustainability and cultural communications across global markets, with a focus on the UK and US, working alongside Formula E’s local agency network in regional race markets.
M+C Saatchi Sport & Entertainment has been tasked with increasing brand awareness and attracting more fans to motorsport, specifically new, younger audiences, through “cultural connection”.
Activity begins immediately in the run-up to Formula E’s 12th season, which has 17 confirmed races.
Laura Coller, UK chief executive at M+C Saatchi Sport & Entertainment, said: “Formula E is a true challenger with an incredible history of innovation in tech and sustainability.
“Our challenge is to retell that story in a way that connects culturally and wins young fans, while building saliency with existing ones. We’re delighted to partner with them on the journey into what promises to be their biggest season yet.”
The ABB FIA Formula E World Championship is an electric car street racing competition that takes place in cities globally. Car manufacturers competing in the championship include Porsche, Jaguar, and Maserati.
Ellie Norman, chief marketing officer at Formula E, commented: “We’re thrilled to name M+C Saatchi Sport & Entertainment as our global brand and corporate communications agency.
“Their expertise and deep cultural insight will be key as we craft the stories that shape the future of Formula E and deliver on our mission to become the defining motorsport for youth culture.”
PRWeek understands this is a new brief for Formula E. M&C Saatchi Sport & Entertainment will continue to work with Formula E’s existing PR partners, including Soapbox London in the UK.
Earlier this month, M+C Saatchi Sport & Entertainment strengthened its sports consultancy offer with the acquisition of Women’s Sports Group.
In May, M+C Saatchi Sport & Entertainment acquired Dune | 23, a UAE-based sport and entertainment marketing and commercial agency.
This story first appeared on PRWeek U.K.
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