Ideas that make a difference

The Brief:

SABIC’s Formula E sponsorship needed more than stickers and speeches. They wanted impact, not optics. The ask: make the partnership matter—inside and outside the business.

The Truth

Sustainable mobility isn’t solved by PR or standard graduate schemes. Progress demands radical new talent, not recycled ideas.

The Platform

The SABIC Next Generation Programme:

A living lab, not a lecture hall.
Real-world challenges set by Formula E and SABIC’s engineers.
Global talent scouted for diversity, not conformity.
Winners thrown into the thick of it—race weekends, pit lanes, material labs.
The best ideas funded, prototyped, and pressure-tested on the world stage.

My Role
Reframed the partnership from sponsorship to talent engine.
Scrapped passive “outreach”, built a co-creation model where young innovators go head-to-head with SABIC experts.
Cut corporate clutter. If it didn’t move the dial—on lightweighting, sustainability, or human potential—we killed it.

Impact
New materials, new methods, new voices at the table.
Direct line from bold ideas to real implementation.
SABIC now seen as a magnet for the next generation—not just another logo in the paddock.

Bottom Line:
We didn’t just “activate” a sponsorship. We built a launchpad for future leaders—