Supercars has appointed Innocean Australia as its creative partner.
Innocean will work with Supercars across the Virgin Australia Supercars Championships and the Supercars brand as it pushes to grow its presence and deepen its engagement with Australian and New Zealand audiences.
“Supercars is a great event and brand in Australia and NZ and we are very pleased to be working with the Supercars Team," Innocean CEO Peter Fitzhardinge says.
"Of course, there’s a natural fit and our experience in not just brand but also events and sponsorship will find a role.”
Supercars general manager of marketing Stephanie Crockford says the agency was selected for its "extensive" experience in the motoring sector.
“They understood our need for an agile creative partner who can work with the fast-paced nature of our business," Crockford says.
Supercars recently appointed sports and entertainment agency Gemba as its research and insights partner.
The three-year partnership sees Gemba providing Supercars and its competing teams with fan insights and brand health tracking research to inform commercial and fan engagement strategies.
Last year, it also announced an exclusive partnership with Gfinity Esports Australia for the virtural Virgin Australia Supercars Championship.
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