Formula E and ABB renew partnership
Formula E and ABB have renewed their long-running strategic partnership, which will include a continuation of the company's title sponsorship deal with the series as well as work on year-round activations and content creation. RACER understands the extension of the deal is for three years with the option of two more beyond that.
Since Season 4 of the all-electric series (2017-18) the electric engineering company has been its title sponsor, and with Formula E becoming a fully-fledged FIA world championship since the 2020-21 season, it was the first – and so far only – FIA world championship to have a title sponsor.
That collaboration will grow with the extension of the deal, enabling year-round storytelling and promotion of alternative technologies in automation and motorsport.
"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 organizations, 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 BB's new ne 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.”
Over the eight-season collaboration between Formula E and ABB, the series has grown from mid-race car swaps to having fast charging pit stops, with a 43 percent increase in top speeds and a 150kW bump in the cars’ power – numbers that will increase further with the introduction of the GEN4 cars following next season.
ABB has also supplied Uninterruptible Power Supply technology since Season 5 and energy management software and the race chargers since Season 9, the first year of the GEN3 ruleset.
"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 Formula E's chief revenue officer Tiziana Di Gioia. “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.”
As well as working with Formula E, ABB became the first official partner of NASCAR Impact, the stock car racing sanctioning body's sustainability initiative, last year.
For more information: www.racer.com
For more Industry News, please Click Here
Since Season 4 of the all-electric series (2017-18) the electric engineering company has been its title sponsor, and with Formula E becoming a fully-fledged FIA world championship since the 2020-21 season, it was the first – and so far only – FIA world championship to have a title sponsor.
That collaboration will grow with the extension of the deal, enabling year-round storytelling and promotion of alternative technologies in automation and motorsport.
"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 organizations, 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 BB's new ne 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.”
Over the eight-season collaboration between Formula E and ABB, the series has grown from mid-race car swaps to having fast charging pit stops, with a 43 percent increase in top speeds and a 150kW bump in the cars’ power – numbers that will increase further with the introduction of the GEN4 cars following next season.
ABB has also supplied Uninterruptible Power Supply technology since Season 5 and energy management software and the race chargers since Season 9, the first year of the GEN3 ruleset.
"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 Formula E's chief revenue officer Tiziana Di Gioia. “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.”
As well as working with Formula E, ABB became the first official partner of NASCAR Impact, the stock car racing sanctioning body's sustainability initiative, last year.
For more information: www.racer.com
For more Industry News, please Click Here
