Formula E extends ABB partnership

All-electric racing series Formula E has announced an extension of its partnership with ABB, a Swiss multinational electrical engineering corporation. 

ABB will thus remain Formula E’s Title Partner. The partnership will now focus on brand-building and activations. The two parties will work on fan engagement activities and content initiatives, including collaborating with influencers to create stories about advanced electrification and automation technologies.

ABB and Formula E have been partners since January 2018. During this period, ABB has provided race chargers from the ninth Formula E season onwards. 

Regarding the ABB renewal, Tiziana Di Gioia, Chief Revenue Officer, Formula E, said:

‘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. 

‘ABB, like our wider partnership portfolio, has and continues to see enormous value in collaborating with the fastest growing motorsport on the planet, with viewership, commercial integration and brand storytelling continuing to accelerate. Over eight seasons, ABB has moved from brand visibility to brand activation – integrating deeply into the fan experience, the sport’s ecosystem, and our innovation narrative. 

‘This next chapter elevates the partnership even further. With ABB’s new positioning, we are co-creating opportunities across content, digital storytelling, and market engagement, transforming a title partnership into a year-round, value-generating relationship. It’s a model of how modern sponsorships should evolve, rooted in purpose and cultural alignment, but measured by impact.’

Paco Liebrand, Head of Brand, ABB, added:

‘We are pleased to be continuing our partnership with Formula E which, like ABB, is striving for a leaner and cleaner future. The synergy between the two organizations, combined with the global appeal of the Championship, make it a great platform to promote our brand positioning. 

‘Formula E is increasingly working with content creators, influencers and celebrities, with initiatives such as the Evo Sessions making an impact through digital channels beyond the racing itself, which is also an essential part of ABB’s new brand strategy. 

‘Going forwards, we will be enhancing the way we harness the benefits of this collaboration, ensuring the focus is on delivering content and activations which reinforce our new messaging, build familiarity, and tell the “Engineered to Outrun” story.’