• by Steve McClellan  @mp_mcclellan, May 24, 2013

A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency of record for its inaugural 2014 season, the companies have confirmed.

The new racing series is being launched by the Federation Internationale de l’Automobile, motorsports' worldwide governing body.

Under the agreement with MediaCom, the agency is tasked with identifying potential sponsorship partnerships for the new racing brand. MediaCom Sport will lead that effort. The agency, through its MediaCom Beyond Advertising unit, will also advise marketers on content opportunities and strategies that might be tied to E Championship races and related events.

Watchmaker TAG Heuer has signed on as Official Timekeeper, Official Watch and Chronograph and Founding Partner of the new racing circuit.

The new racing series is designed exclusively for fully electric formula cars that will race on street circuits in cities across the globe, including Los Angeles, Rome, London, Beijing, Rio de Janeiro and Bangkok. The series is being positioned as “The Green Future of Racing.”

Spark Racing Technology is building the electric cars that will be raced in the Formula E cirucuit. Renault has signed on as the Official Technical Partner of Spark and Formula E.

“Formula E offers the perfect platform for companies to demonstrate their commitment to sustainability in an authentic way,” stated Marcus John, global head of sport at MediaCom Sport.

Alejandro Agag, CEO of Formula E Holdings, said that MediaCom would “help us connect with global brands that share the same commitment to innovative technology and sustainability as we do.”

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