MPA structured the agreement to bring together Formula E’s newest superstar with the globally-renowned business optimisation leader…

In 2019, MPA Commercial delivered a partnership between SAP and Stoffel Vandoorne, which would see Stoffel become an official SAP brand ambassador leading up to his first season as an official Mercedes-Benz EQ Formula E driver. The partnership has allowed the innovative technology firm to naturally integrate into the world’s most forward thinking open-wheel racing series through the advocacy of one of the series’ brightest new stars.

SAP is one of the world’s leading cloud computing companies, helping over 200 million users worldwide. Although originally known for their enterprise resource planning software, SAP has evolved into a market leader, providing end-to-end enterprise application software, database, analytics, intelligent technologies and experience management software.

Stoffel Vandoorne is a Belgian racing driver who enjoyed one of the most successful junior careers in modern history, taking the GP2 Championship by storm before beginning his brief Formula 1 journey with McLaren in 2016. Following the 2018 Formula 1 season, Stoffel joined HWA Racelab (to later become Mercedes-Benz EQ Formula E) to compete in the FIA Formula Championship.

Additionally, MPA worked with Stoffel during his 2018/2019 Formula E season with HWA, providing full-scale Commercial Services—including a new merchandise range, PR & Communications and Social Media Strategy, Content Creation and Implementation.