Tag Archives: FE

Formula E: Raising the Bar in Motorsport Sponsorship

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Season Four of the FIA Formula E World Championship resumes this weekend with the third round in the calendar coming from Marrakesh. As the first major motorsport event of 2018, now is a good time to reflect on the success of the championship and explore how Formula E’s approach to partners is changing the face of motorsport sponsorship.

As motorsport goes, Formula E is a Championship still very much in its infancy. When considering the achievements of the championship, this fact is something many forget. Over three seasons Formula E has established a global audience in excess of 200M, this compared to Formula One which using the same metrics reported an audience of 350M across 2017 is hugely impressive. On average, Formula E appeals to a younger audience, with a gender split whilst still leaning towards males is far more balanced than any other form of motorsport. The city-centre, single day format has proven successful, as have affordable ticketing policies. Attendance of an ePrix is successfully positioned as a family event.

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The level of manufacturer support Formula E has achieved since its inception has exceeded all expectations. Championship management targeted 4-5 OEMs to have committed to the championship by season five. With DS, Jaguar, NIO, Mahindra, Audi, Renault (set to run as Nissan from next season) Venturi, BMW, Mercedes, and Porsche now involved, the championship finds itself in the position of having the most manufacturer-backed entries in any form of motorsport. Of course championship management acknowledge manufacturer support is cyclical, but Formula E represents a unique platform for manufacturers to showcase Electric Vehicle technology in a cost-controlled environment. The appeal of the championship goes beyond racing, Formula E gives manufacturers access to an audience demographic they would otherwise struggle to connect with. There is every reason to expect the current level of manufacturer support to be sustained.

Season Five will see the most significant change in the championship to date. In a bid to keep team costs under control, Formula E limits the development of components on a season by season basis and in some cases mandates the use of standard equipment across all teams. Through season five, two of the most significant standard elements will be upgraded, in the battery and the car itself. Whilst both elements will remain standard items, significant improvements in battery technology will remove the requirement for a mid-race car change, alongside delivering a sizable increase in performance. With the new car, Formula E promises to amaze fans with a futuristic design incorporating FIA mandated cockpit safety structures in a fully integrated design concept. The new look championship promises to leave other forms of motorsport looking old-fashioned by comparison.

Following the lead of Mumm Champagne, long time partners of Formula One including Allianz and Hugo Boss continue to transition towards Formula E. This shift is due in part to the way in which Formula E engages with its audience and has positioned itself at the forefront of the conversation around Electric Vehicles. The technology demonstrated within Formula E is perceived to be of greater relevance to the future of the automotive industry and as a consequence, has positioned itself as a sport which a broad and diverse audience can engage with. Free from shackles of history, the Formula E message evolves with it’s fans. This open and dynamic approach sits well with the marketing teams behind the championships growing list of partners and continues to attract new partners to the sport.

Formula E and its approach to fan engagement has not gone unnoticed.  2017 saw Formula One announce a partnership with premium partner Carbon Champagne. In attempts to build awareness of the F1 – Carbon Champagne partnership, CEO, Alexander Mea has acknowledged taking inspiration from the Formula E podium celebrations. Carbon have already employed ideas such as the use of a DJ to build atmosphere around the podium (as seen at the Mexican Grand Prix), to branding the cool down room and presenting drivers through the crowds to increase visibility. Formula E and its partners have inspired the established brands to up their game to maximize any return on investment.

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Engagement extends far beyond the podium ceremony, for race attending fans the eVillage supporting every ePrix provides an area for championship partners to engage with fans, delivering both tangible sales and the ability to build brand awareness. Formula E encourage championship partners and local partners to embrace the eVillage and its captive audience of fans. Beyond the eVillage is the The EMOTION Club.  Formula E’s unique take on the VIP paddock life experience. In contrast to other forms of motorsport where team and championship guests are hosted in separate motorhomes or paddock buildings, Formula E, through the EMOTION Club, have created a shared environment in which all guests and partners are together, facilitating an environment which truly lends itself to the development of new business to business partnerships and allows guests to maximize their experience from both an entertainment and commercial perspective. Formula E has always been keen to ensure all brands and partners involved with the championship have every opportunity to maximize their position in the sport. Success in this open approach is evidenced by the fact that to date, all partners joining the championship have chosen to renew and extend their commitments.

Another great asset of Formula E is its relationship with the media.  Of course the sport has it doubters and critics, but media reporting from within the championship hold Formula E in high regard. Motorsport will be criticized irrespective of any decisions taken, but Formula E seeks to balance this by engaging with the media, explaining the strategy of the championship, ensuring a feeling of inclusion and community. Many journalists have been a part of the championship from the very beginning, they feel part of the championship and their value in its continued growth does not go unnoticed by championship management.

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With the imminent announcement of title sponsorship of the entire Formula E Championship, Formula E management can be proud of what has been achieved. Formula E continues to outperform rival motorsport championships in terms of its reach and engagement. Founding partners including Qualcomm, DHL, Michelin, and Mumm Champagne continue to be rewarded for their willingness to embrace a new form of motorsport. As the championship grows, so will their return on investment.

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Formula E: Julias Bär confirmed as Title Partner for the Zürich ePrix

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Julius Bär – leading Swiss private banking group and Global Partner of the FIA Formula E Championship – has today been announced as the title sponsor for the historic first running of the Julius Bär Zürich E-Prix.

The electric street racing series will be bringing circuit racing back to Switzerland for the first time in over 60 years, with the inaugural Julius Bär Zürich E-Prix set to take place on June 10.

With its headquarters in Zürich, Julius Bär has been Formula E’s global partner since the inception of the championship in 2014. Julius Bär has been instrumental in bringing Formula E to the streets of Zürich for the very first time and have acquired the naming rights for the inaugural race.

Gian A. Rossi, Head Switzerland at Julius Bär, emphasises the Bank’s pioneering spirit and its commitment to future technologies as the main reason to support Formula E and the Zürich E-Prix: “Formula E is an investment in our society’s future. The racing series serves as a test bed for innovations advancing the future of mobility and ‘smart cities’. We firmly believe that in a country whose flair for innovation is the secret of its success, the racing series will generate great interest and underscore the image of Switzerland as a hotspot for technology. The decision to pick Zürich to stage the race is the right one – after all, it is a flagship for research and innovation as home to ETH, one of the two Swiss Federal Institutes of Technology, as well as being the country’s largest city.”

Racing had previously been forbidden in Switzerland for decades, with the last event taking place at Bremgarten circuit in 1954. However, a law change in 2015 lifted restrictions on fully-electric racing and paved the way for Formula E to bring electrifying wheel-to-wheel action to the streets of Zürich.

Alejandro Agag, Founder & CEO of Formula E, said: “It’s only fitting that at such an historic moment in the championship and for motorsport in general, one of the main protagonists in bringing racing back to Switzerland for the first time in over 60 years, has put its name to the first-ever Julius Baer Zürich E-Prix. Since even before the first race in 2014, our global partner has believed in the concept of electric street racing and has been instrumental in making the championship what it is today. Formula E makes history at every race, but on June 10, Formula E becomes the first category to bring back professional circuit racing to Switzerland – none of this would have been possible without Julius Baer and the vision of electric racing.”

Sebastien Buemi, Renault e.dams driver and proud Swiss, with his country’s flag emblazoned on his helmet, has stood on the top step of the podium 12 times before in Formula E, and will be looking to not only secure the Julius Bär pole position award, but put his name in the history books as the first professional circuit racer to win at home in over six decades.

“I cannot wait to be able to race on home soil – it’s something no other professional circuit racer has said in 63 years! The atmosphere of racing on the streets, coupled with having your home crowd cheering you on is something I’ve never experienced before and this will be one of my dreams achieved – I can’t thank everyone enough who has played their part in bringing racing back to Switzerland; from the city, the fans who have supported this, Julius Bär and Formula E,” the 2015/16 champion said.

Head to the Zürich ePrix website for all the latest on the event and to order your tickets, by clicking here

Formula E: Shaky Start to Eurosport UK Coverage of Formula E

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Season Four of the FIA Formula E World Championship got underway this weekend, with rounds 1 & 2 of the action coming from the streets of Hong Kong. The all electric championship continued to thrill fans with ambitious on-track action, and controversies both on and off the track. For Season 4, championship management has stepped up a gear in their creative approach to social media engagement and radical on-screen graphics.

As interest in the championship continues to grow, sponsors and broadcasters are increasingly keen to get in on the action. The latest high profile partner to switch from Formula One to Formula E being Hugo Boss, joining the likes of Allianz and Official Champagne Partner G.H. Mumm in switching categories to refresh their involvement in motorsport and engage with a new audience.

Another partnership announced between Seasons 3 & 4 of Formula E was an enhanced partnership with the Discovery Group, which see’s Eurosport take on increased broadcast rights across a number of European territories. In the case of the UK, Formula E will now be broadcast on Channel 5, BT Sport, & Eurosport.

Through season 3, Channel 5’s Formula E output was criticised for the show anchor and race pundit being removed from the event and the director cutting away from key moments in order to fit a channel schedule. The Channel has addressed this feedback in Season 4, with increased involvement at the races. Unfortunately for the opening rounds of the championship the channel did not have rights to broadcast races live.

Live broadcast rights in the UK for the Hong Kong ePrix weekend fell to Eurosport. Curiously in their approach to Formula E coverage, Eurosport have chosen not to use the Formula E World Feed commentary provided by Jack Nicholls, Dario Franchitti, & Bob Varsha, instead, they are working with in-house commentators for Hong Kong at least Tom Gaymor and Mike Conway.

The commentary duo of Jack Nicholls & Dario Franchitti have, over 3 seasons developed a thoroughly enjoyable and engaging dynamic, they convey a passion for the championship and critically attend the races. By contrast the Eurosport team of Tom Gaymor & Mike Conway felt removed from the action on track. Providing a dispassionate overview of the action.

Commentary missed both simple and critical elements of coverage, making fundamental errors in identifying drivers. Put simply, the joy and enthusiasm of Formula E was missing.

Eurosport’s desire to differentiate itself from other broadcasters is understandable, but Formula E’s core appeal, besides technological, is its fast pace, close racing, and unexpected results. Commentators should act as advocates for the championship. Their enthusiasm should drive fans to find more content. The Eurosport UK Team did not achieve this in Hong Kong. Quite the opposite in fact, with many fans commenting they were left cold by the coverage.

The simplest and most cost effective solution would be for the channel to use World Feed Commentators from the Marrakesh ePrix onwards. Why try and reinvent the wheel?

Formula One: Jean Todt to seek 3rd term as FIA President

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Earlier today Jean Todt announced his intention to stand for a 3rd term as President of the FIA. Confirming his intentions on Twitter, former Scuderia Ferrari Team Principle stated that with support of his family and leadership team he has decided to seek a third term.

If re-elected, it is expected Jean Todt will maintain his role within the UN alongside his position as head of the FIA

At this time it is unclear if Jean Todt will face any opposition for the role. No clear candidate has emerged as a contender.  Jean Todt’s announcement can be seen in full here:

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You can follow Jean Todt on Twitter here.

Formula E: Omologato join Mahindra Racing

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Indian Formula E Team Mahindra Racing have announced a new partnership with British watch manufacturer Omologato. This new partnership will see Omologato branding feature extensively on the M3Electro, on drivers Nick Heidfeld and Felix Rosenqvist’s gloves and within the team environment with Omologato wall clocks.

Within the partnership Omologato have  designed a unique Mahindra Racing timepiece collection, which can be found here. Omologato believe “everyone should have a watch with a story” as such they have positioned their products at a price which the everyday motorsport fan can afford. Omologato and Mahindra Racing set out to engage with their fans and followers with this partnership, combining a mutual passion for motorsport with a desire to pioneer new concepts and enhance awareness of Formula E in new markets.

 

Commenting on the new partnership Dilbagh Gill, Team Principal, Mahindra Racing Formula E Team remarked, “We are delighted to welcome Omologato into the Mahindra Racing family. The Omologato brand is highly regarded in the motorsport community; we both share the same passion for delivering exciting motor racing and heritage to fans across the globe. We look forward to engaging with fans at Omologato events and having their logo on our cars from the next race in Mexico City.”

Shami Kalra, Founder of Omologato added, “We are delighted to become an Official Partner of the Mahindra Racing Formula E Team in one of the world’s most forward-thinking sports championships. We welcomed the challenge of designing these special timepieces for the team to take to iconic cities across the globe. One of our aims at Omologato is to give motorsport enthusiasts the chance to immerse themselves in motorsport, through our chronographs and our #ChronosAndCars events. This exciting partnership will give Omologato fans the opportunity to get closer to the Mahindra Racing Formula E Team.”  

To check out the Omologato Mahindra Racing collection follow this link

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Formula One: Mercedes brand alignment

 

In amongst new driver announcements, car launch dates, eRacing, and calender shuffling, the eagle eyed motorsport fan may have noticed a small but significant change in the name above the door of the current Formula One Constructors Champions over the Christmas period.

Since January 1st 2017, the Mercedes AMG Petronas F1 Team has been re-branded Mercedes AMG Petronas Motorsport. In contacting the team the rationale for the change was explained as a move to harmonise the team with the overall strategic direction of the business. The team went on to explain the change does not necessarily indicate plans for the Brackley based team to expand into other categories, but that the team would not rule out this happening at some point in the future.

With a notice of intent offered to Formula E having been made by the Mercedes Grand Prix in 2016, in effect granting them first refusal on the final team slot in the championship, the harmonisation of Mercedes Motorsport branding could signal team preparations to enter the championship. Another factor to consider could be the rumoured budget cap set to be implemented across Formula One. Mercedes Grand Prix employ over 1200 staff, the salary bill alone could exceed the budget for running a team in future. Diversification of the team into other racing categories would serve to increase Mercedes brand awareness and maintain it’s commitment to the motorsport industry in the UK.

Mercedes’ positions in DTM & GT racing, logically, could also be housed under a single Motorsport entity, possibly located in the UK.

Formula One: Jean Todt joins Twitter

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President of Motorsports Governing Body, the Fédération Internationale de l’Automobile (FIA), Jean Todt had kicked off 2017 by joining Twitter!

The account, whilst currently not verified, appears to be genuine with the President’s first two tweets coming from a BMW Autonomous driving demonstration at CES in Las Vegas and the Formula E Visa Vegas eRace over the weekend.

 

At this time Jean Todt, or those managing the account on his behalf, are not following any other users on the social media platform seemingly opting to use it to communicate on events attended rather than engage directly. This approach may evolve in the coming weeks and months as the full 2017 motorsport season commences.

During 2017 Jean Todt’s second term as president of the FIA will come to a conclusion. No formal comment has been made with respect to plans to seek re-election, nor have any alternative candidates been mentioned. It had been speculated that Jean Todt would not seek a re-election for the unpaid position following his appointment as  Special Envoy for Road Safety to the UN.

You can follow Jean Todt on Twitter here.

Formula E: Ice Drive

Since the inception of Formula E little more than 3 years ago the championship has developed a real ‘can do’ attitude. The ‘no idea is a bad idea’ corporate language seen in offices across the globe is taken to it literal limit with the Formula E management team. So when the suggestion of taking a completing a demonstration run on an iceberg was proposed last year, the only question on the lips of Alejandro Agag and his team was when? not how.

Following the Marrakesh ePrix, an event twinned with COP22, the annual gathering of world leaders to address the issue of climate change, Formula E bought together key figures in the sport, media, and industry together for the première of ‘Ice Drive’. The film follows the team as they set about bringing to reality the challenge of taking a Formula E car to the ice caps and attempting to run the car on the ice.

The challenge proved to somewhat more difficult than a simple arrive and drive, and the obstacles the team had to deal with along the way serve to highlight the true impact of climate change. You may note I initially referred to Icebergs and latterly an Ice Cap. This was no mistake…

It was a privilege to receive an invitation to the première of this film, hearing Prince Albert II of Monaco speaking of his foundation, their involvement in the project, and his dedication to supporting initiatives to tackle climate change, alongside Lucas Di Grassi talking through his eye opening experience of spending time around the disintegrating ice caps and the challenge of driving a Formula E car on ice, was hugely inspiring if a little daunting.

Formula E recognise they have a platform to educate fans of the sport on matters of environmental sustainability and a responsibility to support projects addressing the issues directly. They take this seriously but remain mindful to do so in an engaging and unique way.

Enjoy the film!

Formula E: Jean Eric Vergne in profile

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2016 Shivraj Gohil / Spacesuit Media

Back in November I had the good fortune to attend the Marrakesh ePrix with the Techeetah Formula E Team and Jean Eric Vergne. Marrakesh played host to the second round of the 2016/ 2017 Championship and gave me my first behind the scenes experience of an ePrix weekend.

At 26 years old, you would still consider Jean Eric Vergne to be a young driver, so when you take a look back at his career in motorsport it’s incredible to think of what he has already achieved. As with many successful drivers, Jean Eric’s career started in Karting. At the age of just 4 years old he first got behind the wheel at his fathers karting circuit on the outskirts of Paris. At the age of 10 he entered his first competition and went on to become a junior French champion in 2001. He continued in karting competing in the European Championship and others until 2007 when he graduated to Formula Renault

Driving for Formula Campus, Vergne won the championship with ease securing 10 podium finishes from 13 races. His performance attracted the attention of the Red Bull Junior team, who navigated his career through the British Formula 3 Championship with Carlin where he won 12 races in 24 events securing the championship with 6 races remaining. Alongside his British F3 outings he also competed in GP3 and in 2010 Red Bull promoted Jean Eric to Formula Renault 3.5. A championship he secured his first win after only 3 races in the championship. He took the championship fight down to the wire and whilst ultimately lost out to another competitor, his skills in the championship were enough for Red Bull to bring him into Formula One initially in a test capacity then joining the Toro Rosso team as a driver in 2012.

Reaching Formula One can be the pinnacle of any drivers sporting career. From the very outset Jean Eric’s pace with Toro Rosso was unquestionable. More often than not Jean Eric would be found ahead of his teammates on the track, unfortunately he found himself in a situation of wrong place at the wrong time. Poor reliability  left Jean Eric seemingly trailing his team mates Daniel Ricciardo and Daniil Kyvat at the wrong time. Resulting in him being overlooked for the Red Bull Racing drive

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2016 Shivraj Gohil / Spacesuit Media

Despite these stumbling blocks, for which many insiders say were no fault of Jean Eric’s, 2015 saw him transition to Formula E with the Andretti team. The Frenchman instantly found a new home in the series setting pole on his debut in Uruguay. JEV went on to complete the season with Andretti and for season 2 moved to the DS Virgin Racing Team.  A team which with the freedoms offered to teams as the championship found its feet took an alternative approach to technical gearing and power delivery compromising the team’s ability to consistently compete at the front of the grid.

For Season Three Jean Eric Vergne has become part of the newly formed Techeetah Formula E team, a team built on the foundations of the Aguri team with power unit supply from championship leading Renault. Edmund Chu, Techeetah Team President on Jean Eric joining the team commented:

We are tremendously excited to have Jean Eric on board. He has a great experience in the upper echelons of racing and his experience in F1 and FE is going lend itself to us as being a competitive team.”

During pre-season testing Jean Eric showed the pace fans had become accustomed to in his early career, topping the time sheets on 5 of 6 days. Pace at the Hong Kong ePrix gave indications of the team and driver pairing potential, unfortunately with the team still familiarising themselves with their new surroundings the ultimate result did not quite meet expectations.

Bringing us full circle Marrakesh. Meeting Jean Eric on the eve of the ePrix the Frenchman comes across as relaxed and engaging. The characteristics of the circuit, look set to suit the Techeetah team, something Jean Eric demonstrated in shakedown testing setting the 3rd fastest time.

As we head into race day the air of quite confidence resumes, something which Jean Eric manages to carry all the way through qualifying, bringing his car into the super pole session setting the fastest time during the group sessions. Unfortunately, team teething troubles strike again leaving JEV unable to repeat his earlier efforts and he heads into the race starting P5, which later becomes P4 as Buemi is hit with a post qualifying penalty.

Between qualifying and the race Jean Eric and the rest of the grid compete in an eRace in preparation for the $1 Million eRace taking place in Vegas in the new year. Whist the crowds in Marrakesh are smaller than some may have hoped the fans that are at the circuit flock towards Jean Eric at any opportunity and relish this chance to meet their hero.

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2016 Dan Bathie / Spacesuit Media

Heading into the race as we circulate the grid Jean Eric has a quiet confidence about his ability to turn his P4 into something special. Early race performances vindicate this confidence with JEV moving into a strong P2 ahead of the car swaps. Then disaster, the pit lane speed limiter fails and JEV incurs a drive through penalty. Whilst able to recover and score vital points for the team. Jean Eric is left feeling as though a possible victory has been snatched from his grasp.

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2016 Shivraj Gohil / Spacesuit Media

After such a challenging result you might expect Jean Eric to be frustrated, and there is no doubt he is, not so much for losing a race win, but because he knows the team can do better. After a few hours debriefing, Jean Eric puts the race behind him, firmly resetting focus towards the next race. He is commitment undiminished, Formula E is his home. A home in which he is determined to win.

Formula One: Mercedes confirm Formula E intentions

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Mercedes-Benz Grand Prix Ltd (MGP) and Formula E Operations Ltd have signed an agreement by which Mercedes takes an option to enter the FIA Formula E Championship in Season 5. According to the option agreement, Mercedes may choose to be one of the maximum of 12 entries to be proposed by the Championship Promoter to the FIA to enter the 2018-19 Formula E Championship.

Mercedes could take one of the two new entries that will be allocated in season five – subject to approval of the FIA – when the all-electric racing series goes from the current format of two cars per driver, to a single car for the entire event.

The current 10 teams in Formula E are all expected to continue in Season 5 and beyond, on their current format, or joining forces with other OEM’s.

Alejandro Agag said: “We are delighted to confirm that we have reserved one of our two new entries in Season 5 for MGP. Formula E wants to become the platform where car manufacturers test and develop the technologies that they will then introduce on their road cars. Having the chance to include in the future a brand like Mercedes our Championship would be a major boost to achieve that objective. Formula E is becoming an exciting mix of consolidated manufacturers like Renault, Citroen-DS, Audi, Mahindra or Jaguar, and new futuristic brands like Faraday Future, NextEV, or the likes of major component manufacturers like Schaeffler and ZF. Mercedes would be a great addition to that growing line up.”

Toto Wolff said: “We have been watching the growth of Formula E with great interest. At the current time, we are looking at all the options available in the future of motor racing, and we are very pleased with an agreement that secures us an opportunity to enter the series in Season 5. Electrification will play a major role in the future of the automotive industry. Racing has always been a technology R&D platform for industry and this will make Formula E very relevant in the future.”

As the dominant force in Formula One, committing to a future in Formula E is a bold step for Mercedes Grand Prix and a huge vote of confidence in the success of the series. The development will no doubt have been facilitated by Liberty Media, who own shareholding in both Formula One and Formula E and recently confirmed intentions for the series to work in harmony in future calendar planning, management and possible driver sharing. Could we see Lewis Hamilton and Nico Rosberg duke out future championship challenges in Formula E?