Are you willing to sponsor?
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Emanuele Venturoli| Posted March 23, 2023 | In Formula E
Formula E is a relatively new motorsport that has been gaining popularity in recent years. With its focus on sustainability and electric power, it has attracted many fans and sponsors alike. If you’re interested in sponsoring a Formula E team, you’re likely wondering how much it will cost you. In this article, we’ll take a look at the different levels of sponsorship available in Formula E and their associated costs.
Before we dive into the specifics of sponsorship costs, it’s important to understand what Formula E is and why it’s attracting so much attention. Formula E is a single-seater electric vehicle racing championship that was launched in 2014.
Unlike traditional motorsports that rely on gasoline engines, in Formula E races the cars are powered by electric motors and use rechargeable batteries. The series is sanctioned by the Fédération Internationale de l’Automobile (FIA) and consists of a series of races held on street circuits in major cities around the world.
The popularity of Formula E is due in part to its focus on sustainability and environmental responsibility. By promoting the future of electric power and sustainable technologies, Formula E has effectively positioned itself as a leader in the fight against climate change. In addition, the series has attracted a number of high-profile sponsors, including BMW, Audi, and Jaguar, among others.
Now let’s take a look at the different levels of sponsorship available in Formula E and their associated costs.
The first race most common form of sponsorship in Formula E is team sponsorship. Teams are typically owned by private investors or car manufacturers and compete in the championship on a regular basis. Team sponsors have their company logos displayed prominently on the cars and team clothing, as well as on any promotional materials associated with the team.
The cost of team sponsorship in Formula E can vary widely depending on the level of exposure expected and involvement desired. On the low end, a small sponsorship package might cost around $1 Million per season.
This would typically include branding on the car and team clothing, as well as some hospitality benefits such as access to the team’s garage and paddock area. On the high end, a major team sponsor might pay upwards of $15 million per season for a comprehensive package that includes exclusive branding, VIP hospitality, and other perks.
Another level of sponsorship available in Formula E is race title sponsorship. This unique quality is sponsorship revenue often involves sponsoring a specific race on the championship calendar, such as the Berlin E-Prix or the New York City E-Prix. Race title sponsors typically have their logos prominently displayed on all promotional materials associated with the race, as well as on the cars and team clothing during the race weekend.
The cost of race title sponsorship in Formula E can also vary widely depending on the level of exposure and involvement desired. A major race title sponsor might pay upwards of $2 million for a comprehensive package that includes exclusive branding, hospitality, marketing opportunities, and other perks. This deal would typically include branding on all promotional materials associated with the race, access to the VIP lounge and pit lane walks.
The highest level of sponsorship available in the Formula E calendar is championship sponsorship. This involves sponsoring the entire championship and having your brand associated with the series world championship as a whole. Championship sponsors typically have their logos displayed prominently on all promotional materials associated with the championship, as well as on the cars and team clothing throughout the season.
The cost of championship sponsorship in Formula E is typically the highest of any sponsorship level. On the low end, a small championship sponsorship might cost around $5 million per season. This would typically include branding on all promotional materials associated with the championship, as well as some hospitality benefits such as access to the VIP lounge and pit lane walks. On the high end formula e sponsorship cost, a major championship sponsor might pay upwards of $20 million per season for a comprehensive package that includes exclusive branding, VIP hospitality, and a host cities other perks.
It’s worth noting that the costs outlined above are estimates and can vary widely depending on a number of factors, including the specific team or race being sponsored, the level of media exposure and involvement desired, and the negotiating skills of the sponsor. In addition, there may be additional costs associated with sponsorship, such as activation costs (i.e. the cost of implementing marketing, digital campaigns, and promotional activities to promote the sponsorship) and production costs (i.e. the cost of creating branded materials).
Despite the potentially high costs of sponsorship, Formula E has attracted a number of high-profile sponsors over the years. In addition to BMW, Audi, and Jaguar, other sponsors include ABB, DHL, Heineken, and Michelin, among others. These sponsors have recognized the value of associating their brands with a series that promotes environmental sustainability, competition, and innovation, and have seen positive returns on their investments in terms of increased brand awareness, customer engagement, and sales.
In addition to traditional sponsorship opportunities, Formula E also offers a number of other ways for brands to get involved with the series. These include.
Brands can become official suppliers to Formula E by providing goods or services that are essential to the operation and growth of the series. For example, Michelin is the official tire supplier of Formula E, while ABB is the official charging partner.
Brands can partner with Formula E to help develop new technologies and innovations that can be applied to the series and beyond. For example, Jaguar has partnered with Formula E to develop new electric powertrain technology that is now used in its production vehicles.
Brands can partner with Formula E to help promote sustainability and environmental responsibility. For example, DHL is the official logistics partner of Formula E and the partnership has helped the series reduce its carbon footprint by implementing sustainable logistics practices.
In conclusion, sponsoring Formula E can be a significant investment, but it offers a unique opportunity for brands to associate themselves with a series that is leading the way in sustainability and innovation. The costs of sponsorship can vary widely depending on the level of exposure and involvement desired, but there are a number of opportunities available to brands beyond traditional team and race title sponsorship. With the right approach and strategy, sponsoring Formula E can be a worthwhile investment that can provide significant benefits in terms of increased global visibility, brand awareness and engagement with consumers.
Get in touch with us at RTR Sports Marketing today to learn more about navigating your way through the exciting world of sport and business of Formula E Sponsorship or send a message at info@rtrsports.com .
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a sponsorship or sports marketing project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Sports is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Sports is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A sports marketing and sports sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which sport, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of sports sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a sports marketing project you need an agency that knows how to use sponsorship to engage the fanbase on the Web, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in sports sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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