Adding new media and influencer partners has led to a new series of sponsors for Formula E as well. While its primary sponsorships have revolved around electric vehicles and their logistics—with sponsors including ABB, Hankook, Fortescue Zero, and Antofagasta Minerals providing the batteries, copper, infrastructure, and tires that drive the championship’s cars—newer sponsorships find slightly different lanes.
Avoiding traffic
Taittinger signed on as the official champagne sponsor of Formula E’s podium celebrations last year, giving the championship some of the luxury finishes of its racing contemporaries. However, the multiyear partnership Formula E struck with Google Cloud in 2024 was turbocharged earlier this year when Formula E announced it was expanding the terms to include generative AI products for drivers and fans alike.
Last month, Formula E launched Driver Agent AI tools for its racers, giving its driving simulators instant analysis of data including speed, brake percentage, G-force, downforce, and steering—which can be used to coach drivers on future runs. It also compares simulated performance to drivers’ performance on the track, offering tips for improving lap times, acceleration, and braking.
