Renewing a Powerful Partnership for the Future
ABB has officially extended its title partnership with the ABB FIA Formula E World Championship. This renewed collaboration marks a strategic evolution from race-day sponsorship to a full-year, content-driven platform that aligns ABB’s new brand positioning—Engineered to Outrun—with the dynamic world of electric motorsport.
A Global Stage for Brand Visibility and Innovation
Over the last eight seasons, ABB has used Formula E as a showcase for its cutting-edge technologies in electrification and automation. The renewed partnership provides even greater opportunity to amplify ABB’s global message, reach new markets, and engage with customers worldwide—all while promoting a leaner, cleaner industrial future.
From Visibility to Activation: Evolving the Role of Sponsorship
What began as a branding exercise has transformed into deep integration. ABB has moved from visibility on the track to activating the brand in meaningful ways—implementing ABB technologies within the series, enhancing energy management, and supporting the technical backbone of the sport with race chargers and UPS systems.
Year-Round Engagement with a New Generation of Fans
ABB and Formula E are shifting gears—literally and figuratively—by focusing on digital storytelling, influencer collaborations, and compelling content. Initiatives like the Evo Sessions reflect how this partnership now targets younger, tech-aware audiences who connect through social media and immersive digital experiences.
Driving Technology Forward, On and Off the Track
Since the beginning of the partnership in 2018, Formula E has become a proving ground for rapid tech advancement: 43% faster cars, 150kW more power, and energy recovery increasing from 15% to 50%. ABB has been instrumental in this progress, supplying technologies like the ABB Ability™ OPTIMAX® energy management software, helping the sport go further, faster, and greener.
Looking Ahead: Season 12 Begins This October
The next chapter begins with testing in Valencia this October as Season 12 kicks off. ABB and Formula E will continue pushing the boundaries of clean energy, speed, and digital innovation—turning high-performance racing into high-impact storytelling.