Electric racing series Formula E charges Freuds with promoting the sport to consumers

Global electric car racing series Formula E has handed a retainer to Freuds as its consumer PR agency.

Formula E: Last month's race held in Paris
Formula E: Last month's race held in Paris

The agency will "develop a creative consumer PR strategy that introduces the sport to a new audience and the next generation of motorsport fans, as well as promoting the research and development opportunities that exist within the championship", it said in a press statement.

Work began recently, a Freuds spokesman said, adding that he was not aware of any other comms agencies being involved with Formula E.

Formula E is currently nearing the end of its second season – the first season began in Beijing in September in 2014, before finishing in London in June 2015. London's Battersea Park is again the venue for the season final, this time taking place at the beginning of July.

Ali Russell, Formula E’s director of media, said: "Formula E has enjoyed a lot of positive press coverage by simply being the world’s first all-electric racing series, but now in season two the challenge is to take this to the next level. In order to do that we looked for an agency that shared our level of creativity and dynamism and we believe that in Freuds we have found the perfect people to do that."

Freuds' work will include "pursuing opportunities in the sports, entertainment, music, lifestyle and technology spaces", the agency said, adding: "The partnership’s purpose is to build and communicate a vision for the future of the motor industry."

Formula E is owned by the Fédération Internationale de l'Automobile (FIA), the Switzerland-headquartered organisation that also oversees Formula 1.

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