Fifty Digital in Chile at the Formula-E

Season 6 – Make or Break for Formula E

As the chequered flag fell in Santiago, the first race of the century was a great demonstration of how Formula E has grown as both a sport and mass participation event. I was fortunate to attend the E-Prix first-hand and witness the advances of the sport for Season 6.

Met with great scepticism across the wider motoring world when it was launched in 2014, the series has grown at a significant rate over the past six years. Now in its sixth season, Formula E can genuinely be regarded in the same breath as other world-leading motorsports events. There are a multitude of factors behind the sport gaining prominence; Formula E sets to create an event not only based around motorsport, but sustainability and a way to influence and empower the younger generation with regards to the importance of the environment and sustainability.

The introduction of both Mercedes and Porsche for Season 6 has further enhanced the fierce competitive nature of the sport. This season, the championship will play host to all four of Germany’s biggest Manufacturers — BMW, Audi, Porsche, and Formula One heavyweights Mercedes — a first for any motorsport series. Add into the mix a broadcast deal to show the races live across the BBC’s platform, and the sport is going from strength to strength. The championship also has an inherent nature to attract the cream of the crop with regards to drivers; Felipe Massa, Jean-Eric Vergne, Andre Lotterer and Stoffel Vandoorne to name a few. The announcement of current Formula 2 champion Nyck de Vries opting to join Formula E over Formula 1 brings to light the importance of the championship, especially after its recent FIA accredited status which now aligns it with Formula 1.

Along with bringing a plethora of talented drivers and more manufacturers than any other motorsport series, this FIA accredited status has led to Formula E blossoming into a sponsor’s dream. Vestas, Panasonic, Tag Heuer and ROKiT have been attracted to the sport in order to showcase their brands, through Formula E acting as a ‘shop window’.

Our client Vestas is a Danish manufacturer, seller, installer, and servicer of wind turbines, and recent principal Partner of the Mercedes-Benz EQ Formula E Team (MBEQ). The main aim of the partnership? To raise awareness of one of the central challenges of the climate crisis, the need for electrification of the energy system. Through partnering with a team such as MBEQ, Vestas are able to position themselves alongside the fastest-growing form of motorsport on the planet and one of the world’s most high-profile platforms for electrification.

A natural fit you could say; from the outside what seems like a relative mismatch actually results in two extremely well established firms seeking to maximise their voice to benefit the future generations. Formula E acts as the perfect platform to demonstrate the importance and influence of electrification in the face of the climate crisis.

At the heart of Formula E is an easily relatable racing series that aims to attract both new and existing fans. For the younger generation, every aspect of the sport is relatable from Attack Mode to FANBOOST, The E-Village to a Mass Participation Podium which is accessible to all ticket holders. Each and every facet of the sport is for the fans – the series centres itself around offering the best possible experience right on the doorstep of their home cities. Hats off to you, Formula E.