Innovative Moves Could Fire Formula E Into Another Stratosphere
ABB FIA Formula E World Championship’s global communications team recently employed M+C Saatchi Sport & Entertainment to lead brand and corporate communications.
This move could not have come at a better time for electric racing. The agency has the arduous task of taking the championship’s brand to a whole new level.
M+C Saatchi Sport & Entertainment will also need to ensure it is working towards sustainability and cultural relevance in international markets as Formula E enters its biggest season yet.
The primary focus will be on corporate, sustainability and cultural communication in key markets such as the United States, United Kingdom and Middle East.
Besides those core goals, M+C Saatchi Sport & Entertainment is tasked with democratising motorsport and helping to win over younger people with storytelling, culture and innovation.
Expansion in the Middle East
Formula E heads back to Saudi Arabia for the 2025/26 World Championship. A February double-header will be held at the Jeddah Corniche Circuit under the lights after six seasons at Diriyah.
The move will further establish the racing championship as a platform for sustainability, city building and sports entertainment.
Broadcast companies are buying into the vision and seeking out partnership deals. Formula E has renewed an exclusive media deal with Saudi Sports Company (SSC) and its sister platforms, which is expected to run for multiple seasons.
The deal will cover live, highlights and streaming across the Middle East and North Africa (MENA) region in both English and Arabic.
Another aspect of the Middle East push is the infrastructure and experiential build-out.
Formula E will partner with Seven Entertainment Ventures to brand indoor karting venues under construction in Riyadh, Jeddah, Dammam and Abha. Each of those venues will have racetracks over 400 metres in length and bring the Formula E experience to local fans.
Fans are already showing more interest in the series by wagering on Formula E races. Many Arabic betting offer a comprehensive range of markets throughout the season.
Intriguingly, sports betting falls in line with Saudi Arabia’s vision of becoming a new-age titan in entertainment and sports, while taking sustainability seriously.
Formula E is tapping into all these elements, hoping to repackage electric racing as a technological competition with cultural connotations.
Growth of the Gaming & Esports Ecosystem
The 13th season of Formula E comes at a time when digital engagement and gaming are crucial boxes for sports brands to tick, and the series is warmly embracing that spirit.
Motorsport Games designed a Formula E simulated racing title called rFactor 2, complete with all drivers and teams from previous seasons. There are also full-fidelity circuits available.
Formula E has also worked with Ubisoft to create Trackmania, building a Formula E universe within the game. Developers introduced elements such as official circuits, energy management mechanics, team liveries and new game modes with cash prizes and live events to add a social aspect.
There are more gaming developments in the pipeline, with Formula E gaming’s page teasing collaborations on titles such as Real Racing 3.
Formula E is also represented in eSports. The Accelerate tournament brings elite sim racers and influencers together to compete during race weekends. This allows Formula E to connect with new audiences and make genuine connections with existing fans.
Convergence of Brand, Sustainability and Culture
Formula E is looking to broaden its horizons and plans to spread its exciting narratives across multiple frontiers – sustainability, brand culture and youthfulness.
The moves in the Middle East and the integration of gaming are part of a well-thought-out strategy to give Formula E cultural relevance and scale it.
Regarding sustainability, one of Formula E’s missions is electric mobility and carbon-neutral racing.
Renewable energy and waste-reduction protocols powered operations at the race in Diriyah, which ties into Saudi Arabia’s overarching sustainability goals.
The gaming integrations will appeal to younger demographics as they allow them to be immersed in the sport instead of only watching it.
The partnership with M+C Saatchi will further help in building a youth culture brand as Formula E moves forward with this new mantra of technology, culture and sustainability.
