Formula E appoints M+C Saatchi for global comms

Formula E has appointed M+C Saatchi Sport & Entertainment to lead its global brand and corporate communications, following a competitive pitch. The agency will oversee corporate, sustainability, and cultural communications across key global markets, focusing particularly on the UK and US.

Working alongside Formula E’s network of regional agencies, M+C Saatchi Sport & Entertainment will drive awareness and engagement ahead of the motorsport’s 13th season, which features 18 races — the largest calendar in its history. The partnership aims to strengthen the brand’s cultural relevance while broadening its appeal to younger and more diverse audiences.

Strengthening Formula E’s global voice

Ellie Norman, chief marketing officer, Formula E: “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.”

The agency’s remit includes elevating Formula E’s profile as both a premier motorsport and a global sustainability leader.

Jo Bacon, UK group CEO, M+C Saatchi Group: “This brief is a perfect example of our Cultural Power proposition in action. Formula E is not just about racing; it’s about pushing forward the cultural conversation around innovation and sustainability. We’re excited to help them connect with audiences in a way that drives both cultural impact and commercial growth.”

Driving cultural connection and fan engagement

Laura Coller, UK CEO, M+C Saatchi Sport & Entertainment: “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 appointment comes as Formula E continues to expand its influence beyond sport, positioning itself at the intersection of performance, technology, and sustainability.

www.fiaformulae.com

sportandentertainment.mcsaatchi.com

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