The strategic partnership between Formula E and ABB is evolving once again — not just continuing, but transforming into a dynamic, always-on collaboration designed to deliver global brand impact and next-gen fan engagement.
Originally established in 2018, the partnership began as a platform to showcase ABB’s electrification expertise within motorsport. Today, it’s entering a bold new phase — one that moves beyond trackside visibility into storytelling, cultural influence, and digital innovation.
This next chapter places ABB’s brand narrative at the center of a new, year-round marketing engine, with a clear ambition: to position both ABB and Formula E at the forefront of electrification and automation awareness among a new generation of digital-first fans.
From Sponsor to Storyteller
ABB’s role has evolved significantly across eight seasons — shifting from a visible name on race-day branding to a deeply integrated force within Formula E’s innovation ecosystem.
“ABB has become more than a title sponsor,” said Tiziana Di Gioia, Chief Revenue Officer at Formula E. “We’re now co-creating value, activating across fan experiences, digital platforms, and cultural trends — not just motorsport.”
This transformation mirrors Formula E’s own journey — a championship that has moved from niche curiosity to one of the fastest-growing motorsport properties in the world. Viewership continues to rise, and so does the league’s influence within the clean tech conversation.
The New Playbook: Influencers, Content, and Cultural Relevance
As ABB aligns its branding around the theme ‘Engineered to Outrun’, the partnership will now lean heavily into digital storytelling, creator-led campaigns, and lifestyle integration. Think less traditional sponsorship, more content platform.
Both ABB and Formula E have identified content creators, influencers, and celebrity collaborations as key to reaching a broader audience — an approach already in motion through projects like the Evo Sessions.
As Paco Liebrand, ABB’s Head of Brand, explained, “This isn’t just about exposure. It’s about relevance. Formula E provides a global stage to tell our story in a way that’s engaging, visual, and future-facing.”
Performance Meets Purpose
The results of the ABB x Formula E partnership speak for themselves:
- Power output has increased by 150kW
- Top speeds are up 43%
- Energy recovery has improved from 15% to 50%
- The outdated mid-race car swaps are history
- ABB became Formula E’s official charging supplier in 2022 — a deal extended through 2030
What began as a traditional sponsorship has now become a template for how brand partnerships in sport should evolve — driven by shared values, constant innovation, and measurable cultural traction.
365247 Insight
This partnership is a masterclass in how B2B tech brands can leverage sports properties to drive long-term global growth. Instead of limiting itself to race days, ABB is now embedding itself in the full fan lifecycle — aligning marketing, purpose, and storytelling to reach audiences that legacy campaigns rarely touch.
This is the future of sponsorship: platform-thinking, cultural fluency, and real-world application. ABB and Formula E are no longer just partners — they’re collaborators in reshaping the way electrification and sport are experienced.
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IMAGE: Formula E
