Formula E Sports Marketing Marketing

Allianz expands sports sponsorship strategy with Formula E partnership


By Tony Connelly, Sports Marketing Reporter

February 27, 2017 | 3 min read

Allianz has partnered with Formula E in a sponsorship agreement which will see the financial services company take on the naming rights to the eVillage entertainment areas at each race event.

Jean-Marc Pailhol (left) and Alejandro Agag (right)

Jean-Marc Pailhol (left) and Alejandro Agag (right)

The deal builds on Allianz’s growing sports sponsorship portfolio and follows on from its recent partnership with The Drone Racing League.

Continuing the tech focused approach, the company will operate the Allianz eVillage with Formula E to offer fans in attendance at the events a “fully immersive” experience.

From the Mexico City ePrix onwards on 1 April the Allianz eVillage will showcase the best new concepts and futuristic technologies to fans such as the driving simulators, 3D printing, drone technology and virtual reality (VR).

As part of the agreement, Allianz branding will be displayed on the Formula E show car on the cockpit top and rear wing end plates positions. In addition, Allianz logos will be visible during Roborace, the driverless electric race series that takes place on Formula E city street circuits.

Allianz and Formula E are two brands that share a commitment to innovate and inspire, key values that form the basis of our partnership,” said Formula E chief executive Alejandro Agag. “With the support of Allianz we aim to bring our mutual passion for racing and innovation to our ever growing fan base around the world.”

Jean-Marc Pailhol, head of group market management and distribution at Allianz, added: ““We believe that now is the time to engage in the development of new ecosystems defining the future of urban mobility in a sustainable way. What better way than to partner with Formula E which not only brings the discussion to metropolitan cities around the global but also adds the excitement of fully electric racing.”

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