In Formula E, Formula E

As Formula E races towards its second decade of existence, the all-electric motorsport series continues to evolve and attract increasing interest from sponsors and partners. With sustainability and electrification at the forefront of global conversations, Formula E is uniquely positioned to offer brands a platform that aligns with future-focused values.

As we look ahead to 2025, several key trends and opportunities are emerging in the landscape of Formula E sponsorship.

Growing Global Reach and Audience

Formula E’s global appeal continues to expand, with the series reaching new markets and audiences. The 2024 season features 17 races across 11 events, including new venues and a double-header in Monaco for the first time. This expanded calendar provides sponsors with increased opportunities for exposure in diverse markets.

The series has also made significant strides in broadcast partnerships, particularly in the United States. New agreements for the 2024 season will see races aired on CBS Television Network and Paramount+, as well as on the Roku streaming platform. This expanded distribution is set to bring Formula E to more households than ever before, offering sponsors greater visibility and reach.

As Formula E’s audience grows, so does the potential for sponsors to connect with a global, tech-savvy, and environmentally conscious demographic. Brands that align themselves with Formula E can tap into this expanding fan base, leveraging the series’ unique positioning at the intersection of sport, technology, and sustainability.

Technological Innovation and Sustainability Focus

Formula E’s commitment to technological innovation and sustainability remains a core attraction for sponsors. As the automotive industry continues its shift towards electrification, Formula E serves as a testing ground for new technologies and a showcase for electric vehicle capabilities.

Sponsors have the opportunity to associate themselves with cutting-edge technology and sustainable practices. This is particularly appealing for companies in the tech, energy, and automotive sectors, as well as those looking to bolster their environmental credentials. As Formula E pushes the boundaries of electric vehicle performance, sponsors can position themselves as leaders in innovation and sustainability.

The series’ focus on sustainability extends beyond the cars themselves. Formula E events are designed to be environmentally friendly, with initiatives such as renewable energy use and waste reduction. Sponsors can leverage these efforts to demonstrate their own commitment to sustainability and engage in meaningful corporate social responsibility activities.

New Manufacturer Interest

While Formula E has seen some manufacturers depart in recent years, there are signs of renewed interest from potential new entrants. Formula E CEO Jeff Dodds has indicated that there are ongoing conversations with three potential new manufacturers. This interest suggests that the series continues to be viewed as a valuable platform for automotive brands to showcase their electric vehicle technology and commitment to sustainability.

The potential entry of new manufacturers could bring fresh excitement and investment to the series, creating new sponsorship opportunities. Brands associated with these new teams would benefit from the increased attention and media coverage that typically accompanies new entrants to the sport.

Formula E

Digital and Interactive Engagement

As technology continues to advance, Formula E is likely to explore new ways to engage fans and create value for sponsors through digital and interactive experiences. The series has already embraced innovations such as Attack Mode, which add strategic elements to the races.

Looking ahead to 2025, we can expect to see further developments in this area. Virtual and augmented reality experiences, gamification elements, and enhanced data visualization could all play a role in creating more immersive and interactive fan experiences. These innovations present opportunities for sponsors to engage with audiences in novel ways, creating memorable brand experiences and fostering deeper connections with fans.

Expansion of Partnership Categories

Formula E’s unique positioning allows for a diverse range of sponsorship categories. Beyond traditional automotive and technology partners, the series has attracted sponsors from sectors such as finance, airlines, and consumer goods.  As the series continues to grow, we can expect to see an expansion of partnership categories.

Emerging industries such as renewable energy, sustainable materials, and smart city technologies could find natural alignment with Formula E’s values and audience. Additionally, as the series expands its reach, local and regional sponsors in new markets may see value in aligning with Formula E events.

Data-Driven Sponsorship Activation

The future of Formula E sponsorship is likely to be increasingly data-driven. With advancements in analytics and audience insights, sponsors will have more tools at their disposal to measure the impact of their partnerships and optimize their activations.

This trend towards data-driven decision-making could lead to more targeted and personalized sponsorship activations. Brands may leverage fan data to create tailored experiences and messaging, enhancing the relevance and effectiveness of their sponsorships.

Emphasis on Purpose-Driven Partnerships

As consumers increasingly expect brands to demonstrate social responsibility, purpose-driven partnerships are likely to become more prominent in Formula E sponsorships. The series’ focus on sustainability and innovation provides a natural platform for brands to showcase their commitment to positive change.

Sponsors may look to create activations that go beyond traditional branding, focusing on initiatives that create tangible social or environmental impact. This could include sustainability projects, STEM education programs, or initiatives to promote diversity and inclusion in motorsport.

Challenges and Considerations

While the future of Formula E sponsorship looks promising, there are challenges to consider. The global economic landscape remains uncertain, which could impact sponsorship budgets. Additionally, as more sports and entertainment properties embrace sustainability messaging, Formula E will need to continue differentiating itself to maintain its unique appeal to sponsors.

The series will also need to balance the interests of manufacturers, independent teams, and sponsors to ensure a healthy and competitive grid. As some teams face financial challenges Formula E may need to evolve its business model to attract and retain both teams and sponsors.

Curiosities, Facts, and Statistics

Global Reach: Formula E races are broadcast in over 150 countries, with a cumulative audience of 411 million in the 2022 season.

Demographics: The series has a young audience, with 72% of fans under the age of 35, making it an attractive proposition for brands targeting millennials and Gen Z.

Sustainability Impact: Formula E claims to have a net positive carbon footprint, having planted over 350,000 trees and funded various renewable energy projects.

Conclusion

As Formula E approaches 2025, the landscape of sponsorship in the series is poised for exciting developments. The combination of global expansion, technological innovation, and a focus on sustainability creates a unique value proposition for sponsors.
Brands that can align themselves with Formula E’s vision of the future stand to benefit from association with a forward-thinking, environmentally conscious, and technologically advanced platform.

By leveraging new technologies, embracing data-driven strategies, and focusing on meaningful activations, sponsors can maximize the value of their Formula E partnerships and position themselves as leaders in the transition to a more sustainable future.

As the world of motorsport continues to evolve, Formula E sponsorship offers a glimpse into the future of sports marketing – one that is innovative, sustainable, and deeply connected to the pressing issues of our time.

Can we help you sign your best sponsorship deal?

Riccardo Tafà
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
Recent Posts

Leave a Comment

jake-dennis
The Future of Formula E Sponsorship: Trends and Opportunities for 2025, RTR Sports