Crowe UK and Andretti Formula E

We are proud to partner with Andretti Formula E, a collaboration built on shared values, strategic alignment and commitment to innovation and sustainability. Below Angela Pitsillides, National Director of Brand Marketing and Communications at Crowe UK, and Roger Griffiths, Team Principal at Andretti Formula E, share insights into the partnership.

Why did Andretti seek Crowe as a partner?

Roger: “With the impending introduction of the FIA Cost Cap into Formula E, the team recognised that it needed specialist financial and audit advice. Crowe is one of the top UK financial specialists in this area and so it was a natural fit for Andretti Formula E.”

What benefits does sponsoring Andretti provide Crowe?

Angela: “We were approached to partner with Andretti Formula E (Andretti FE) in 2021 to guide the team through the financial fair play and cost cap regulations, implemented by the FIA to ensure a competitive series. We have been proud to partner with the Andretti FE team for the last four years, seeing the team through Seasons 8, 9, 10, 11 and now 12.

“Formula E is the first and only sport to be certified net zero carbon footprint from inception. Their passion to be a leader in racing’s sustainable future complements Crowe’s values. In 2024, Crowe released its first Sustainability Report, reporting on Crowe’s sustainability strategy and progress. Crowe is passionate about taking care of its people, believing that culture and values help to drive the firm’s success. That same spirit is clear to see at each Andretti FE race we have attended; everyone from leadership to the drivers and those behind the scenes – technicians, mechanics and marketing communications – has a real sense of pride and joy in the team’s success.”

How does the Crowe partnership fit into Andretti’s wider marketing strategy?

Roger: “One probably unknown aspect of the Crowe relationship is that they made the introduction to Slenky, the organisation that helped find one of our ‘Racing for All’ candidates in Extreme E. It was Crowe’s wider network within the area of sustainability that made this possible.”

How does the sponsorship of Andretti fit within Crowe's wider marketing strategy?

Angela: “Our partnership with Andretti FE and the brand activations we collaborate on complement our ability to raise awareness and build recognition of the Crowe brand globally. Crowe UK is a member of Crowe Global, one of the top 10 accounting networks in the world, so seeing the Crowe logo transcend across a racing series in more than 10 countries around the world supports our international reach. Our brand activations have been across a variety of media channels, including podcasts, in-person and online events, thought leadership and social media. Each activity is carefully planned and targeted, whether external or internal to our own people. For the past four years, we have run an internal competition that gives away 10 pairs of tickets to the London E-Prix final, which always goes down well. The atmosphere really is electric, especially when Andretti FE are on the podium!”

What benefits does the partnership provide Crowe and vice versa?

Roger: “Crowe’s experience in dealing with sports cost management helped Andretti Formula E successfully navigate the intricacies for the FIA Cost Cap regulations. They have also helped the team set up and organise its UK business operations.”

Angela: “In return, Crowe has the opportunity to grow and extend their advisory services and sustainability agenda, while demonstrating expertise and value of our range of services. Crowe is now also providing wider financial accounting and operational support to Andretti FE, including VAT and tax returns, as well as considering issues in international driver tax. Seeing the Crowe brand on the Andretti FE car and series assets aligns us with some of the best manufacturers and next-generation technology. Being part of the Andretti FE team during the monumental Season 9 that saw Jake Dennis with the Driver World Championship was a particular highlight.”

What tips do you have for maintaining a symbiotic relationship between a sponsor and the sponsored?

Angela: “Being a positive fit for one another with aligned values and strategic synergies are important. Regular leadership contact with clear and open channels of communication enables an effective partnership; from our tax, advisory and consulting professionals who are delivering the work right through partnership activation teams. Having close working relationships is something that we are committed to at Crowe; it generates trust and only from this can you each make decisions that create lasting value.”

About Andretti Formula E

Andretti Formula E is a charter member of the ABB FIA Formula E World Championship, competing in the all-electric series since its inaugural 2014/15 season. Recognized as an industry leader in sustainable racing, Andretti has embraced EV technology from the start, partnering with leading manufacturers and driving next-gen innovation on track. The team has achieved 11 wins, 39 podiums, 14 poles and 17 fastest laps, with Jake Dennis securing the Drivers’ World Championship title at the dawn of the GEN3 era in 2023. Combining heritage, adaptability and performance, Andretti remains a mainstay of Formula E and a champion of motorsport’s electric future.