The iconic Formula 1 (F1) motor racing series has brought in insurance broker and risk management firm Marsh as a new commercial partner.

Through a multi-year tie-up unveiled today, New York City-based Marsh becomes the risk partner and insurance brokering partner for F1.

The professional services firm will benefit from prominent trackside branding at F1 races through the length of the deal, as well as "the ability to create curated guest experiences at races around the world."

Marsh (whose parent company is Marsh McLennan) is seeking to use its association with F1 to engage with a range of industries and business leaders.

The pair will also collaborate to create 'Risk Perspective', a content series set to feature on both the F1.com online site and the series' mobile app, which will explore nine circuits "where drivers and teams must interpret risk, adapt to evolving conditions, and make decisive calls under pressure."

Stefano Domenicali, F1's president and chief executive, has commented: "Both organisations have enormous reach delivered through a unified ecosystem dedicated to excellence and pushing the boundaries of what’s possible. As the sport continues to build momentum and reach new heights, we have huge opportunities with Marsh to think big and achieve great things together.”

In terms of recent F1 commercial activity, late last month the series expanded and extended its deal with multi-national lottery operator Allwyn. March also saw the series unveil Betway as its first official betting operator.

Marsh McLennan is also a partner of Australian rules football's AFL.