Former Ferrari driver Felipe Massa has announced a \u2018strategic partnership\u2019 with leading sports and entertainment marketing agency EMW Global.<\/p>\n
It comes just weeks before the start of his long-awaited legal case over the outcome of the F1 2008 world championship later this month.<\/p>\n
Felipe Massa strikes deal ahead of $82million F1 legal case<\/p>\n
Massa famously missed out on the title by a single point to then-McLaren driver Lewis Hamilton at the 2008 season finale in Brazil.<\/p>\n
The title decider in Massa\u2019s hometown of Sao Paulo came just weeks after one of the most controversial F1 races in history in Singapore, remembered for the infamous \u2018Crashgate\u2019 scandal, where Renault driver Nelson Piquet Jr crashed deliberately to help teammate Fernando Alonso to victory.<\/p>\n
Massa was leading from pole position at the time of Piquet\u2019s crash, which turned the race on its head.<\/p>\n
The Ferrari driver eventually finished in 13th place with the lost points proving costly in his title battle with Hamilton.<\/p>\n
In depth: Could Felipe Massa actually win F1 2008 legal case?<\/p>\n
\ud83d\udc49\u00a0From Crashgate to courtroom: A deep dive into Felipe Massa\u2019s $82 million lawsuit<\/a><\/p>\n \ud83d\udc49\u00a0The eight most expensive penalties in F1 history: Which team has paid the largest amount?<\/a><\/p>\n Massa announced his intention to take legal action against F1\u2019s governing body the FIA, commercial arm Formula One Management and former F1 chief executive Bernie Ecclestone \u2013 all of whom deny the claims \u2013 in 2023.<\/p>\n It came hot on the heels of an interview given by Ecclestone to the German publication F1 Insider, in which he revealed that he and late FIA president Max Mosley were made aware of the true circumstances behind Alonso\u2019s Singapore win during the 2008 season.<\/p>\n Ecclestone went on to admit the sport\u2019s authorities opted to take no action to protect F1 from \u201ca huge scandal.\u201d<\/p>\n As reported by PlanetF1.com earlier this year<\/a>, Massa\u2019s hearing is set to begin at London\u2019s High Court on October 28, two days after the Mexican Grand Prix.<\/p>\n Massa, who is being represented by Nick de Marko KC, is said to be seeking up to $82million (\u00a360m\/\u20ac68.7m) in damages.<\/p>\n Ahead of the start of the case, Massa has revealed that he has struck a \u2018strategic partnership\u2019 with EMW Global to \u2018leverage global marketing opportunities\u2019 in regions including Latin America, Europe, the United States and Asia.<\/p>\n As part of the deal, EMW Global will provide Massa \u2018with strategic support and management in key areas, including commercial prospecting and activation, brand strategy, and digital marketing.\u2019<\/p>\n In a statement provided to PlanetF1.com, Massa said:\u00a0\u201cThis is, without a doubt, an important partnership with EMW Global, an agency recognised for its work in sports marketing and its global reach.<\/p>\n \u201cWe will work together to explore great opportunities in strategic markets.\u201d<\/p>\n Michael Rocha-Keys, the chief executive and founder of EMW Global, added: \u201cWe are excited to establish this partnership with Felipe Massa, a true legend of motorsport.<\/p>\n \u201cOur presence in Latin America, Europe, the United States and Asia will allow us to expand Felipe\u2019s brand and commercial presence, connecting him to new audiences and opportunities around the world.\u201d<\/p>\n Speaking last month, Massa vowed to fight<\/a> \u201cto the very end\u201d for a \u201cjust and fair outcome\u201d as he prepares to contest his 2008 defeat to Hamilton.<\/p>\n He told the Times:\u00a0\u201cAccountability is key to preventing future fraud.<\/p>\n \u201cThose entrusted with protecting the sport directly violated their duties, and they cannot be allowed to benefit from concealing their own misconduct.<\/p>\n \u201cSuch conduct is unacceptable in any sphere of life, especially in a sport followed by millions, including children.<\/p>\n \u201cWe will pursue this to the very end in order to achieve a just and fair outcome \u2014 for myself, for motorsport in Brazil, and for the sport as a whole.\u201d<\/p>\n