How F1’s newest partner is playing on risk

Visit F1.com in the build-up to certain grands prix and you will encounter a content series titled ‘The Risk Perspective’ looking ahead to the race. This previews the event through the prism of risk – addressing factors such as strategy and set-up – and is an example of sponsor activation that genuinely connects the product to Formula 1. It’s part of F1’s recently announced multi-year deal with Marsh to become its first ‘official risk partner and official insurance brokering partner’. To many, insurance brokering and risk management is far from the most dynamic or exciting industry, meaning ‘The Risk Perspective’ series is a little more innovative than simply putting the name to something that will attract eyeballs. This unusually good fit between sponsor and content concept hints at one of Marsh’s objectives.“Well, we are quite excited about the work we do,” said John Q Doyle, president and CEO of Marsh, when asked by The Race whether one of the appeals of F1 was to connect an industry that might be pe …