Zurich/London – ABB and the ABB FIA Formula E World Championship have inked a significant multi-year extension of their headline partnership, reinforcing a powerful platform for ABB to champion its "Engineered to Outrun" vision and showcase transformative industrial technologies driving leaner, cleaner operations globally.
This renewed commitment elevates an eight-season collaboration that has proven instrumental for ABB. The championship has served as a dynamic proving ground, enabling ABB to demonstrate real-world applications of its efficiency-boosting solutions, foster deep customer connections worldwide, and directly implement its technologies to enhance the racing series' own performance and reliability.
Evolving Beyond Sponsorship: A Year-Round Engagement Platform
The enhanced partnership transitions from a traditional sponsorship model into a comprehensive, year-round activation ecosystem. It will leverage Formula E's extensive global reach and digitally-engaged fanbase to communicate ABB's evolving brand narrative and advanced portfolio – particularly in electrification and automation – to diverse, new international audiences.
A strategic priority involves captivating the next generation. ABB and Formula E will pioneer collaborations with innovative content creators, digital influencers, and unexpected cultural partners. This initiative aims to demystify complex technologies, crafting compelling narratives that make sustainable innovation both tangible and exhilarating. Programs mirroring Formula E’s successful "Evo Sessions" will play a key role in this digital-first outreach.
Leadership Insights: Synergy and Shared Purpose
"Continuity with Formula E aligns perfectly with ABB's trajectory towards a more sustainable and efficient future," stated Paco Liebrand, Head of Brand at ABB. "The inherent synergy between our organizations, amplified by the championship's global magnetism, creates an unparalleled platform. We're intensifying our focus to co-create activations and content that powerfully resonate with our 'Engineered to Outrun' message, building deep familiarity and engagement."
Tiziana Di Gioia, Chief Revenue Officer at Formula E, emphasized the commercial validation: "ABB's renewal underscores Formula E's potent value as a global accelerator for brand and business growth. Like our broader partners, ABB has evolved from achieving visibility to driving profound activation – embedding themselves within the fan journey, our sporting ecosystem, and our innovation story. This next phase elevates our collaboration, transforming the title partnership into a perpetual, value-generating engine. We're co-creating across content, digital storytelling, and market engagement, setting a new benchmark for purposeful, impactful sponsorship rooted in cultural alignment."
A Legacy of Technological Acceleration
Since ABB became title partner in January 2018, the championship has been a relentless showcase for cutting-edge progress, mirroring ABB's innovation drive:
Eliminated: The mid-race car swap, streamlining competition.
Power Surge: Race power increased by a substantial 150kW.
Speed Leap: Top speeds soared by 43%.
Efficiency Revolution: Energy recovery efficiency dramatically improved from 15% to 50%.
ABB's technical integration has deepened concurrently:
Supplied the official race chargers from Season 9.
Implemented its sophisticated ABB Ability™ OPTIMAX® energy management software (Season 9), optimizing power usage.
Deployed critical Uninterruptible Power Supply (UPS) technology (Season 5) ensuring seamless track operations.
The Charge Continues
The ABB FIA Formula E World Championship's eagerly anticipated 12th season ignites with official testing in Valencia late October 2025. Fans worldwide are urged to mark their calendars for the next chapter of high-voltage, sustainable motorsport.
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