MPA Creative and MPA Commercial to work with world’s first all-electric airplane race series

Air Race E – the world’s first all-electric airplane race series – has appointed MPA Creative as its official media and communications agency, whilst MPA Commercial will support the Dubai-based company on its sponsor and partner programme.

MPA, which specialises in the fields of automotive, sport and lifestyle, has been at the forefront of the world of electrified sport in recent years, and will take over the communication and media role of Air Race E with immediate effect.

The UK-based agency will also work with the innovative series in a commercial capacity, to attract sponsors and partners through its subsidiary division, MPA Commercial.

“We are delighted to welcome the MPA group to the Air Race E family,” said Jeff Zaltman, Air Race E CEO. “This is a hugely exciting and important phase for Air Race E, and we are confident we have found the right partner to help us tell this compelling story.

“We were attracted to MPA Creative after seeing the company’s impressive work in the transportation and motorsport sectors, most recently through its considerable successes within the electrification world via its partnership with all-electric SUV racing series Extreme E. MPA understands the various messages around Air Race E in terms of climate change, the dramatic evolutions in the world of mobility and, of course, the thrill of racing.

“Our decision was further cemented when MPA Commercial was added to the joint team, knowing its extensive client base and proven record of delivering strong partnerships in the industry. We are very excited to be working with them both.”

The team behind Air Race E has already brought the successful Air Race 1 Series and other high-profile aviation events to the market and has been working on the electric series – with its concept of racing eight planes wingtip-to-wingtip – for the past two years.

Partnerships are already in place with the likes of Airbus, Ansys and various others, with plans and developments at an advanced stage ahead of the series’ inaugural campaign in 2022.

“We are delighted to be working with Air Race E,” said MPA Creative CEO, Deborah Tee. “Jeff’s team are clearly highly committed and passionate about this project and we believe this will be a fascinating journey.

“MPA has extensive experience in working with promoters of sporting championships from Formula One to Extreme E and the BTCC, and we understand that it is essential to create a solid platform to develop the story for the various audiences – media, fans and partners. The commitment to green energy and climate change are also vital in the current world, and we are delighted to help promote these messages through such an exciting and vibrant format.”

About Air Race E

Air Race E will become the world’s first all-electric airplane race series when it launches its inaugural series of international races in 2021. Run by Air Race Events and led by world-leading air racing promoter Jeff Zaltman, the man behind the globally successful Air Race 1 World Cup, the race series is set to revolutionise air racing and pioneer innovations in electric aviation.

Air Race E will see electric airplanes race directly against each other on a tight 5km circuit just 10m above the ground and at speeds faster than any land-based motorsport. The demand for speed, performance and power management under the rigours of a competitive race environment provide the perfect platform for the development and promotion of cleaner, faster and more technologically-advanced electric engines.

The Formula Air Racing Association (FARA), with 50 years of experience in air racing, is the global governing body for the new electric air racing formula.

About MPA Creative

Founded in 1984 by Jonathan Gill and Jeremy Clarkson, Motoring Press Agency (MPA) is an award-winning agency providing motorsport media, PR, communications and management services. MPA Creative in its existing form was founded by Deborah Tee in 2008 before expanding to include MPA Commercial in 2015 as a sister agency with the arrival of former Haymarket Motorsport Director Ian Burrows and former IMG and MSV business development manager Daniel Bailey.

About MPA Commercial

Founded in 2015 by Ian Burrows, the former Commercial Director of Haymarket Motorsport, Deborah Tee, Director of MPA Creative, former IMG Motorsports Commercial Manager and F1 Commercial Agent Daniel Bailey and Gil de Ferran – double Indycar World Series champion, Indy 500 champion and Sporting Director of McLaren Racing; MPA Commercial provide marketing consultancy, research and activation services for world-class organisations across multiple disciplines.

Working alongside MPA Creative, our communications and media relations agency, the business has rapidly grown to provide a truly bespoke service to both brands and rights-holders in international motorsport.

Amelia Bovey MPA Creative