Formula E appoints M+C Saatchi Sport & Entertainment

Formula E, the world’s first all-electric motorsport, has appointed M+C Saatchi Sport & Entertainment to lead its global brand and corporate communications, following a competitive pitch process.

The engagement 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 is tasked with supercharging awareness and saliency for the brand, while helping to democratise motorsport by winning over both existing fans and new, younger audiences through cultural connection. 

Activity will begin immediately in the run-up to Formula E’s 13th season, its biggest yet, with 18 races confirmed on the calendar.

Ellie Norman, Chief Marketing Officer, Formula E, commenting on the appointment, said: "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."

Jo Bacon, UK Group CEO, M+C Saatchi Group, added: “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.”

Laura Coller, UK CEO, 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.”