Formula E
- Formula E and ABB will use content creators and influencers to engage with new fans
- ABB has been title sponsor of Formula E since 2018
Formula E and ABB have extended their global collaboration which sees the electrical engineering company continue as title partner of the series.
The partnership, which began in 2018, originally focused on developing the on-track application of electrification, but this will now be transformed into a year-round marketing plan that hopes to build the global brand of ABB.
There will be an emphasis on collaborating with content creators and influencers as both Formula E and ABB seek to engage with a new generation of fans on the topics of electrification and automation technologies.
“Our renewed partnership with ABB is a testament to the commercial power and benefit of Formula E as a global platform that drives both brand and business growth,” said Tiziana Di Gioia, chief revenue officer of Formula E.
“ABB, like our wider partnership portfolio, has and continues to see enormous value in collaborating with the fastest growing motorsport on the planet, with viewership, commercial integration and brand storytelling continuing to accelerate.
“Over eight seasons, ABB has moved from brand visibility to brand activation – integrating deeply into the fan experience, the sport’s ecosystem, and our innovation narrative.
“This next chapter elevates the partnership even further. With ABB’s new positioning, we are co-creating opportunities across content, digital storytelling, and market engagement, transforming a title partnership into a year-round, value-generating relationship.
“It’s a model of how modern sponsorships should evolve, rooted in purpose and cultural alignment, but measured by impact.”
Formula E and ABB have achieved numerous milestones during their partnership. Mid-race car swaps are now a distant memory, there has been a 150kW increase in power, top speeds are 43 per cent higher, and energy recovery has increased from 15 per cent to 50 per cent.
ABB has also been Formula E’s official charging supplier since 2022, a deal that was extended until 2030 in March this year.
“We are pleased to be continuing our partnership with Formula E which, like ABB, is striving for a leaner and cleaner future,” said Paco Liebrand, head of brand at ABB.
“The synergy between the two organisations, combined with the global appeal of the championship, make it a great platform to promote our brand positioning.
“Formula E is increasingly working with content creators, influencers and celebrities, with initiatives such as the Evo Sessions making an impact through digital channels beyond the racing itself, which is also an essential part of ABB’s new brand strategy.
“Going forwards, we will be enhancing the way we harness the benefits of this collaboration, ensuring the focus is on delivering content and activations which reinforce our new messaging, build familiarity, and tell the ‘Engineered to Outrun’ story.”
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