ABB and Formula E extend partnership after successful season 11
After a successful Season 11, ABB and Formula E have announced that they will continue their partnership in the upcoming season. This gives ABB another opportunity to promote its new brand positioning via the ABB FIA Formula E World Championship, along with technologies that help industries take a cleaner route.
How do Formula E and ABB work together?
Over a period of eight seasons, the partnership with Formula E has provided ABB a platform to showcase how technology can help industries outrun challenges, engage with customers around the world, and implement its own solutions into the series to improve reliability and efficiency. The partnership extension will provide a year-round opportunity for brand-building and activation, communicating ABB and its technology solutions to new global audiences, including Formula E's international fanbase.
ABB and Formula E will also join hands to engage a new generation of fans, collaborating with unexpected influencers and content creators to tell compelling stories that make advanced electrification and automation technologies tangible and exciting.
The end of the mid-race car swap, a 150kW increase in power, top speeds that are 43 percent higher, and energy recovery increasing from 15 to 50 percent indicate how far Formula E technology has come to outperform on track.
ABB has also built on its technical involvement in the series, supplying the race chargers from Season 9, and introducing its ABB Ability OPTIMAX® energy management software (Season 9) and Uninterruptible Power Supply (UPS) technology (Season 5) to the sport.
What do ABB and Formula E say about the partnership?
ABB Head of Brand Paco Liebrand said, 'We are pleased to be continuing our partnership with Formula E which, like ABB, is striving for a leaner and cleaner future.
The synergy between the two organizations, combined with the global appeal of the Championship, makes it a great platform to promote our brand positioning.'
He further said, 'Formula E is increasingly working with content creators, influencers, and celebrities, with initiatives such as the Evo Sessions making an impact through digital channels beyond the racing itself, which is also an essential part of ABB's new brand strategy.
Going forward, we will be enhancing the way we harness the benefits of this collaboration, ensuring the focus is on delivering content and activations that reinforce our new messaging, build familiarity, and tell the 'Engineered to Outrun' story.
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Formula E Chief Revenue Officer Tiziana Di Gioia said, 'Our renewed partnership with ABB is a testament to the commercial power and benefit of Formula E as a global platform that drives both brand and business growth.
ABB, like our wider partnership portfolio, has and continues to see enormous value in collaborating with the fastest-growing motorsport on the planet, with viewership, commercial integration, and brand storytelling continuing to accelerate.
Over eight seasons, ABB has moved from brand visibility to brand activation—integrating deeply into the fan experience, the sport's ecosystem, and our innovation narrative.
Also Read:
Antonio Felix Da Costa shares happy memories as Porsche wins Formula E Teams and Manufacturers' World Championships
'This next chapter elevates the partnership even further. With ABB's new positioning, we are co-creating opportunities across content, digital storytelling, and market engagement, transforming a title partnership into a year-round, value-generating relationship. It's a model of how modern sponsorships should evolve, rooted in purpose and cultural alignment but measured by impact,' she added.
Formula E Season 12 will begin with testing in Valencia in October.
Catch Rani Rampal's inspiring story on Game On, Episode 4. Watch Here!
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