Dragon announced a partnership with media brand Rolling Stone on Tuesday with an eye to helping promote clean energy technologies.
Rolling Stone has a 50-year history in covering and pushing for cultural change, leading Dragon to bring the brand into the ABB FIA Formula E Championship.
“By bringing Rolling Stone into Formula E, Dragon has added another strong ally to bolster the team’s formidable marketing and business development capabilities,” said Jay Penske, Dragon owner.
“Rolling Stone’s unparalleled access to the music and entertainment industry, along with its world-class live events and video content, bring an expertise the team is eager to incorporate into our Formula E program.”
Dragon, which fields Jerome d’Ambrosio and Jose Maria Lopez in Formula E, will work with Rolling Stone to raise awareness of clean energy technology and “accelerate the adoption of more sustainable personal transportation solutions worldwide”, a statement read.
Rolling Stone has a monthly audience of almost 60 million, half of whom are millennials.
“Rolling Stone is thrilled to help brands involved with the team and the championship tell their stories,” said Gus Wenner, President and Chief Operating Officer of Wenner Media, which publishes Rolling Stone.
“This partnership is a natural fit with Rolling Stone’s longstanding commitment to chronicling the culture of our times.”
Penske Media acquired a majority stake in Wenner Media in December, for a reported $100 million.