Why Marsh is Using Formula 1 to Link Sport with Insurance

Marsh has announced a multi-year partnership with Formula 1 (F1), marking the first time the global leader in risk, reinsurance and capital has entered into an enterprise-wide global sports collaboration. 

The agreement sees Marsh become the series’ first Official Risk Partner and Official Insurance Brokering Partner, a move designed to showcase its unified global brand across the world’s most prestigious motor racing competition.

The partnership arrives as Marsh brings its various business units under a single global identity. 

By aligning with a sport that operates at the intersection of high speed and calculated risk, the firm aims to demonstrate how its specialist perspective helps clients navigate complex environments.

A synergy of data and precision

For the insurance industry, the parallels between grand prix racing and risk management are clear. 

Both sectors rely heavily on cutting-edge analytics and the ability to interpret vast amounts of data in real time to inform decision-making.

John Doyle, President and CEO of Marsh, notes that the sport reflects the core values of his organisation. 

“Formula 1 embodies the pinnacle of performance, precision and resilience – values that are deeply aligned with Marsh’s commitment to helping clients navigate complexity and unlock opportunity,” he says. 

“This sponsorship reflects the powerful synergy between our organisations, where success depends on data-driven insight, cutting-edge analytics and a keen analysis of risk to drive performance.”

Expanding global reach

Formula 1 currently boasts a worldwide audience of more than 827 million fans.

For Marsh, this scale provides a significant platform to engage with business leaders and stakeholders across 130 countries. 

The deal includes prominent trackside branding and the creation of curated guest experiences at various race locations throughout the season.

Stefano Domenicali, President and CEO of Formula 1, explains: “It’s fantastic that Marsh is joining the F1 family as an Official Partner, bringing their focus on performance, innovative solutions, and global growth to further enhance our sport,” 

“Both organisations have enormous reach delivered through a unified ecosystem dedicated to excellence and pushing the boundaries of what’s possible.

“As the sport continues to build momentum and reach new heights, we have huge opportunities with Marsh to think big and achieve great things together.”

Navigating the risk perspective

As part of the technical integration of the brand into the F1 ecosystem, Marsh will present a digital content series titled The Risk Perspective. 

Featured on the official F1 app and website, the series will examine nine specific circuits where drivers and engineering teams must adapt to evolving conditions and make high-stakes calls under intense pressure.

This initiative is intended to highlight how professional insight can transform uncertainty into a competitive advantage. 

John Jones, Chief Marketing Officer at Marsh, explains that the partnership is a key component of the firm's evolving marketing strategy.

“As we continue showcasing our new global brand, we’re focused on how we engage clients,” John says. 

“Formula 1’s rapid global growth and cultural momentum make it an ideal partner, creating an opportunity to reach new audiences, deepen client relationships and bring our expertise to environments where performance, speed and judgment matter most.”

The collaboration builds on the firm's existing footprint within the automotive, mobility and entertainment sectors, providing a new avenue to showcase tailored insurance solutions that respond to modern, evolving risks.