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New boys Porsche and Mercedes hit the ground running in Formula E series 6

New boys Porsche and Mercedes hit the ground running in Formula E series 6

Series 6 of Formula E is here!  The first race in an Ad Diriyah double-header showed that the new teams, Porsche and Mercedes, are not just here to make up the numbers.

Social media feeds came back to life after the summer break with the light-hearted and topical tone that we’ve come to expect from Formula E. In the build up to the first race we were treated to a series of videos, including a glitzy Tron-inspired pinball one…

And they took full advantage of interest in Frozen 2’s UK release, which happened to be on the same day as the start to the Formula E season…

The integration of sponsors within the graphics is one that could be taken better advantage off. The likes of Manchester City have been able to extract further value through the incorporation of branding into graphics such as team sheets with Hays Recruitment. There are always a set number of known events within each race, for example grid line ups, overtakes and finishing positions. These are prime opportunities to bring partners into the conversation through well produced branded content. 

Within the race itself it was all about race highlights and getting people as excited about what was happening on the track. We’ve become very accustomed to this access, whether it be Champions League goals on BT Sport’s Twitter or key moment on Formula One. Showcasing these defining moments are fantastic (and easy) opportunities that could bring in another viewer of the full race coverage. 

In race one the new teams did pretty well. Porsche almost had the perfect start with André Lotterer finishing second behind Envision Virgin Racing’s Sam Bird. Mercedes weren’t far behind as ex-Formula One driver Stoffel Vandoorne took the final podium spot. A great start that sets the bar for other teams to come back at them.

The introduction of these new teams has helped boost the profile of the series and they bring with them some new and heavyweight sponsors, which indicates that The Financial Times might be right in suggesting that sponsors are “lining up” to get involved with the series.

Long-standing motorsport supporter, TAG Heuer, join Porsche as title sponsor, with both Vodafone and simulation software company Ansys featuring prominently. Vodafone’s return is their most notable motorsport sponsorship since they were paired with McLaren in 2007, a relationship which benefited from Lewis Hamilton taking his first drivers’ world championship in 2008 and went on to last 6 years at a reported $75m per year. 

Over at rival Mercedes they have eschewed a title partner in favour of two principal partners in the shape of sponsorship mega-player SAP and newcomer Vestas. Operating in a similar sphere to team owner of Virgin Racing, Envision, Vestas offer sustainable energy solutions, focused on wind turbine technology, which makes perfect sense when considering the environmental focus of the series.

At the Championship level, Agag can also boast a 25% jump in sponsorship revenue since 2018, thanks to corporate endorsements from Bosch, Heineken, Moët & Chandon and Saudi Arabian Airlines.

It is easy to forget that Formula E is only five years old. Who could have imagined that in this time it would grow to include more OEMs than any other motorsport and manage to turn a profit this fast?

This expansion is the result of putting viewers at the heart of the action in the most exciting and engaging way possible. Reputed as the “closest” racing series on the planet, it is apparent why so many brands are getting involved.

If you’re interested in talking about sponsorship, then get in touch with us at hello@sqn.agency