Formula E and ABB have officially renewed their pivotal strategic partnership, ensuring the continuation of ABB’s significant role as the series’ title sponsor and extending their collaborative efforts into comprehensive year-round activations and innovative content creation. This landmark agreement solidifies a long-standing alliance, reinforcing their shared commitment to advancing sustainable technologies and the thrilling world of electric motorsport.
The electric engineering giant, ABB, has been an integral part of the all-electric racing series since Season 4 (2017-18), holding the prestigious title sponsorship. This deep-rooted association has seen ABB at the forefront of the championship’s growth, significantly contributing to its global appeal and technological narrative.
A testament to the partnership’s robust nature, Formula E’s elevation to a fully-fledged FIA World Championship status in the 2020-21 season marked a unique milestone. ABB proudly stood as the inaugural – and to date, only – title sponsor for an FIA World Championship, underscoring the groundbreaking collaboration within elite motorsport.
Paco Liebrand, Head of Brand at ABB, expressed immense satisfaction regarding the renewed commitment, stating, “We are pleased to be continuing our partnership with Formula E which, like ABB, is striving for a leaner and cleaner future.” He emphasized the profound synergy between the two organizations and the Championship’s global platform as an ideal vehicle for promoting ABB’s brand positioning and sustainable initiatives.
Echoing this sentiment, Formula E’s Chief Revenue Officer, Tiziana Di Gioia, highlighted the commercial power derived from the alliance. “Our renewed partnership with ABB is a testament to the commercial power and benefit of Formula E as a global platform that drives both brand and business growth,” she noted, acknowledging the immense value partners like ABB find in collaborating with the rapidly expanding motorsport.
Over eight seasons, the relationship has evolved significantly, transitioning from mere brand visibility to dynamic brand activation. ABB has seamlessly integrated into the Formula E fan experience, the sport’s expansive ecosystem, and its core innovation narrative, demonstrating a holistic approach to their Motorsport Sponsorship. This evolution showcases a model for effective engagement in Electric Racing.
This next chapter of the Sustainable Partnership promises to elevate the collaboration further. With ABB’s refreshed brand positioning, both entities are actively co-creating diverse opportunities across content development, digital storytelling, and targeted market engagement. This strategic shift aims to transform the title partnership into a continuous, year-round value-generating relationship that extends beyond race weekends.
Di Gioia passionately described this evolution as a blueprint for how modern sponsorships should develop – deeply rooted in shared purpose and cultural alignment, yet rigorously measured by tangible impact. This forward-thinking approach underscores the mutual ambition to drive progress within the automotive and technology sectors.
Beyond their commitment to Formula E, ABB has also expanded its dedication to sustainability in other arenas. Last year, the company became the first official partner of NASCAR Impact, the stock car racing sanctioning body’s sustainability initiative, further cementing its leadership in fostering environmentally conscious practices across various forms of motorsport. The renewal of this FIA World Championship partnership marks a significant milestone for both parties.
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