Who: MS Amlin and Andretti Autosport

Objective: With speeds of up to 240kmph, a massive global social media following and a circuit that hits some of the most iconic cities in the world, Formula E has a lot to offer a potential sponsor. For Japanese-owned insurer MS Amlin, the main draw in addition to those factors, was the long- term focus Formula E has regarding sustainability. Formula E, governed by the same organisation as Formula 1, is an all-electric circuit using similar cars to those on the Formula 1 tracks, yet racing on city streets. “The relationships we have with our business clients tend to be long term and our interests are in supporting businesses to continue if anything negative happens to them. We were looking for something that would speak to the same interests about long term sustainability and long term security and that was a sport that actually had some intrinsic meaning to it,” says MS Amlin’s global communications director Adrian Britten.

Strategy: The MS Amlin communications department is well integrated into the Andretti outfit. It runs all of the racing team’s digital communications, handles the team’s marketing and branding and runs its social media – which includes customisable playlists that run throughout the race. Formula E puts an emphasis on digital, so these skills are a boon to the Andretti organisation. Yet, MS Amlin also brings its catastrophe planning skills to bear. Auto racing requires complex strategic planning based on data. The MS Amlin catastrophe modelers provide the analysis for race car data that then informs racing strategy. Additionally, Britten says Formula E offers a unique opportunity for corporate hospitality that goes beyond the club box at a rugby stadium common of most sporting sponsorships. Clients are able to meet the team, interact with the drivers and follow the races as part of a memorable experience. The five year deal is only two years in and Britten expects the strong partnership to allow for a successful racing season come the first race on 9 October in Hong Kong.

Rationale: The values of the two organisations also align well as Andretti’s focus on integrity and innovation marries nicely with MS Amlin’s offer as a 300 year-old insurance business. Formula E was the place to be, Britten says, because, “It’s global, it’s about long term solutions to do with global sustainability and sustainable transport solutions and it’s about finding community responses and socially responsible responses to these issues. It’s also about modernity and it’s about the future. Then when you add that into its global spread, it was obviously a very attractive proposition for us to become involved.”