InterContinental Hotels Group has signed a multi-year partnership between its loyalty programme, IHG Rewards Club, and the Mahindra Racing Formula E Team. Formula E is an all-electric powered motor racing championship consisting of a series of races known as ‘ePrix’ all held on city-centre street circuits.
The partnership will be officially launched at the inaugural Miami Formula ePrix on March 14, 2015, where IHG Rewards Club branding will be unveiled on the Mahindra Racing Formula E Team’s uniforms and cars raced by Bruno Senna and Karun Chandhok. As part of the strategic partnership, IHG will also become the preferred hotel partner of Mahindra Racing Formula E Team worldwide.
The partnership will offer IHG Rewards Club’s valued members various levels of access to the Mahindra Racing Formula E Team and its drivers, both at ePrix and other exclusive member events, in some of the world’s most exciting cities from Miami to Beijing and London.
Dilbagh Gill, team principal, Mahindra Racing said, “IHG Rewards Club precisely reflects the quality of brand partnerships that we are seeking to support our team and in particular, helps us to further excite and engage our growing fan-base worldwide. The team will also benefit from access to the most comfortable hotels and highest levels of guest service as we travel the world, which will no doubt make a real difference to our ability to perform on the track.”
Susanna Freer Epstein, SVP customer loyalty marketing, IHG said, “At IHG we aim to build lifetime relationships with our guests and ensure we are offering our most valued IHG Reward Club members fantastic experiences they can share with their family and friends. In Mahindra Racing, we see a like-minded, innovative business that is helping to make this entertaining sport accessible to a global audience. Through this new partnership IHG Rewards Club will offer motor racing fans opportunities that are simply not normally available.”