Tag Archives: Mumm Champagne

Formula E: Raising the Bar in Motorsport Sponsorship

Screen Shot 2018-01-08 at 15.39.58.png

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.

Screen Shot 2018-01-08 at 15.34.51

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.

Screen Shot 2018-01-08 at 15.34.17

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.

Screen Shot 2018-01-08 at 15.33.42

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.


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

Screen Shot 2018-01-06 at 12.11.09.png

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 One: Champagne returns to the F1 podium!

Screen Shot 2017-06-11 at 01.12.57.png

The eagle eyed F1 fan may have noticed a new name featuring at the Monaco Grand Prix podium, that name, Carbon Champagne. As the name suggests, Carbon Champagne fits perfectly into the world of Formula One, with a unique carbon fibre surround crafted for  the premium champagne.

After Mumm Champagne transitioned motorsport involvement from Formula One to Formula E, a decision covered in detail here, Formula One Management partnered with sparkling wine brand Chandon. As followers of this website and  JWGP on Twitter, drivers and teams referring to Chandon as champagne had been a continual pet peeve of mine. With this in mind I applaud Formula One Management for bringing a true champagne back to the podium celebration.

Entering into partnership with Carbon Champagne represents a curious strategic development from Formula One Management and possibly hints towards an evolving business strategy. Carbon Champagne fits into the super premium drinks segment both in terms of quality and price point. A single bottle of Carbon Champagne costs between 10 and 20 times that of the podium product it replaces. This partnership perhaps reflects Formula One’s ambition to ensure the sport retains it’s status as the pinnacle of motorsport through association with brands unattainable to the typical fan. It is clear the sport is walking a tightrope seeking to broaden the appeal of the sport and grow the audience, whilst maintinaing and perhaps elevating its premium nature.

Typically the relationship between a champagne partner and a sports championship is more expansive than the three bottles drivers receive during podium celebrations. As a minimum, a champagne partner can expect to see all championship hospitality requirements to be purchased through this relationship. Beyond increased brand awareness earned through Formula One association, this sale will provide a clear return on investment for the brand against any sponsorship fee agreed. With Carbon Champagne this relationship could prove challenging due to the super premium price positioning of the product. Put simply, it may be challenging for Carbon Champagne to be made available within Grand Prix hospitality without increasing ticket pricing, a move unlikely to be well received by patrons of such said hospitality.

The Carbon Champagne Formula One partnership is one of the first under Liberty Media Management, however long the partnership lasts, it represents a clear statement of intent from Liberty Media. Decisions around championship partners will be made to build brand equity not dilute it.

Formula One: Ricciardo dreaming of Champagne (Sparkling wine) from the top step

Red Bull Racing’s Daniel Ricciardo heads to his home Grand Prix, the opening race of the 2017 F1 season, in Melbourne with aspirations of a top result. In this race preview for Mobil One’s The Grid, Ricciardo explains the complexities of preparing for the Melbourne Grand Prix and how the team will be looking complete as many laps as possible through free practice to fine tune setup.

Having experienced the Melbourne podium in 2014 (as result which was taken away following a post race sanction), Ricciardo sets out a clear ambition to reach the top step in 2017 and “taste the big bottle of champagne” Unfortunately for Daniel, with Mumm Champagne being replaced by Chandon last season, should he reach the top step he’ll have to make do with sparkling wine. That being said I’m sure it’ll still taste sweet, even if it’s from a sweaty shoe!

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: FIA Formula E takes to the Ice!

Screen Shot 2016-09-14 at 11.53.59.png

The FIA Formula E Championship is made up a truly unique group of people, with an endless drive to amaze and inspire. They are a creative marketeers dream, and a health & safety insurers nightmare!

When faced with the challenge of bringing to life the impact of climate change, what could have more impact than landing a car on an ice cap for a demonstration run? With support from  Julius Baer, Visa, DHL, Schaeffler, The Prince Albert II of Monaco Foundation and Mumm Champagne House, Formula E bought this vision to life. The zero-emission racer was driven on the ice cap by adventurous race-winning Formula E driver and series ambassador, Lucas di Grassi.

The Brazilian, who will be seeking to go one better than his runner-up position in the season two championship when the series returns with the HKT Hong Kong ePrix on October 9, performed a series of jaw-dropping runs on the ice cap, inside the Arctic circle in the north of Greenland.

The seemingly impossible act was captured in a series of impactful short films that will draw the world’s attention to the escalating threat posed by the melting of the ice cap to global sea levels.

See the first of the films from the demonstration run here:

The stunning exhibition is a continuation of Formula E’s commitment to showcasing the ability of electric car technology to act as a key part of a more sustainable future, and play a vital role in tackling climate change.

Formula E CEO Alejandro Agag said: “I have four children and the future of the planet depends on how we can control the effect that human life is having on the environment and the climate. That is why I think climate change is very important to address, to control, to face, and everyone can do something. We do something for motorsport, other people can do something from whatever they do in their lives.”

Formula E vice-champion Lucas di Grassi said: “It was such a beautiful, peaceful place. To come here and see how huge the ice cap is and how the effect of global warming is changing it, melting it, gives me a completely different understanding of what we are doing with Formula E and the importance of driving electric cars.”

The event was only possible due to the co-operation and assistance of the Greenland government and its desire to raise awareness of a need for action on climate change. In order to learn more about the effects of the melting ice cap, Formula E has teamed up with Southampton University, and during the trip a tracking beacon was place upon an iceberg that had broken away from the ice sheet.

This will help to advance the research into the behaviour of these ice sheets in the open ocean, and the tracking device will allow climate scientists and fans alike to understand more about the graceful journey they undertake as they return back to the sea.

HSH Prince Albert II of Monaco said: “I fully support the bold and ambitious activity that Formula E has undertaken as a way of raising awareness of the effect climate change is having on the ice cap in Greenland. My Foundation recognises the role that electric vehicles can play in reducing greenhouse gas emissions and believes that Formula E can inspire a new generation of motorists and potential motorists to ‘drive electric’ and help in the fight against global warming through high-profile activations like this.”

A special 48-minute documentary looking at every aspect of how the event was put together has been commissioned and will be premiered at COP22, which takes place in Marrakesh, Morocco on November 13 this year. Formula E will also be in the North African country at the same time for the inaugural Marrakesh ePrix.

Formula One: Jean-Éric Vergne open to an F1 return with Scuderia Ferrari or the Haas F1 Team

Screen Shot 2016-07-03 at 09.35.50.png

Speaking from the London round of the FIA Formula E championship, Mumm Champagne ambassador Jean-Éric Vergne has spoken about his plans for season 3 in the championship and of an openness to the prospect of a return to Formula One.

After a troubled qualifying session in which Jean-Éric was unable to participate in the super pole shootout despite qualifying 5th, JWGP  caught up with the Frenchman to discuss his experience of Formula E and plans for the future.

Speaking candidly Jean-Éric confirmed his commitment to remain in Formula E for the 3rd season of the championship, but that he will be moving to another team on the grid.  Despite this commitment JEV would not rule out a possible drive with Scuderia Ferrari or the Haas F1 Team in 2017. Whilst there would be a few race weekend clashes between the categories, rules within Formula E would allow JEV to participate in both championships.

With Kimi Räikkönen out of contact for 2017 and both Haas F1 drivers Romain Grosjean and Esteban Gutiérrez having a level of flexibility in contracts based on team and driver performance, as Scuderia Ferrari Development Driver Jean Eric Verge is in a prime position to return to F1 should the opportunity arise.

Despite electing to transition to another team on the Formula E grid for season 3 Jean Eric was keen to praise the professionalism and hard work of the DS Virgin Racing team. Having adopted a duel motor single gear configuration, the team have been working season long with an overweight car resulting in challenging vehicle dynamics with which the drivers and team have fought season long to overcome.  Speaking of his season highlight ahead of the London ePrix Jean-Éric reflected on the inaugural Paris ePrix which saw him achieve his first pole position in the category, something he later translated into a strong podium finish.

Following our interview, Jean-Éric went on to secure his second podium of the year in the penultimate round of the FIA Formula E world championship. He will be looking to end the season in style today with another podium and hopefully that illusive first win.

You can follow Formula E the series You Tube channel here.

UK readers can watch the action unfold live on ITV1 today.