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title sponsorship of Formula E

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Victor Schenck
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Tech company ABB hopes its title sponsorship of Formula E will finally make it a global name.

But the deal is also fuelled by an authentic support of the race’s underlying philosophy – in spite of its political and sporting controversies.

When he met with The Drum at the second in Formula E’s fourth season races in Marrakech, Ziegler and his team had only announced the deal with the electronic racing movement six days before.

ABB started putting together footage for a promo film just a month ago.

The mass of posters and hoarding around the Moroccan track were pulled out of the bag in a matter of days.

The speed in which the deal was signed, announced and activated is symbolic of how quickly things have moved internally at ABB when it comes to its marketing.

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Victor Schenck
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