Harman International Industries has announced its Harman Kardon brand will team up with BMW i to sponsor the MS Amlin Andretti Race Team in the FIA Formula E Championship. Harman joins the team as the official headphone, speaker and audio partner of Andretti Formula E.
Through the platform of Formula E, Harman Kardon’s “Welcome To The Sound Of The Future” campaign will be integrated in the final six ePrix races of Season 3 to drive engagement with spectators on and off the track. Activities will include Harman Kardon audio demos and social media outreach showcasing the people and ideas that drive and inspire the racing world.
“We are thrilled to be joining forces with Andretti Formula E in the FIA Formula E Championship,” said Ralph Santana, chief marketing officer at Harman. “This collaboration with BMW i and MS Amlin Andretti is an ideal extension of our longstanding partnership with BMW, based on shared technology expertise, an innovation focus, and commitment to the ultimate in-car experience. We look forward to being part of the Formula E Championship and connecting with a growing group of passionate Formula E fans around the world.”
The MS Amlin Andretti team announced a cooperative partnership with BMW at the start of Season 3. The Harman Kardon partnership will strengthen the innovation mindset of the team by contributing valuable audio technology and expertise. Music has also played an important role for the team since Season 2, when MS Amlin Andretti began creating a Spotify playlist for each race on the Formula E calendar featuring a unique mix of songs, including local artists from the host country for each race. The playlist will now be played in the MS Amlin Andretti garage area each race weekend through Harman Kardon advanced audio system technology.
“We are really excited to have Harman Kardon partnering with BMW i and our team,” said Michael Andretti, CEO of Andretti Formula E. “There is strong alignment between Harman Kardon, BMW i, and Andretti centred on performance and technology. The all-electric racing platform of Formula E provides a great opportunity for Harman Kardon to showcase its innovative products and engage with the tech-savvy fans of the series.”