Formula E extends title partnership with ABB

ABB has extended its title partnership with Formula E, maintaining its involvement in the all-electric racing series.

The renewed agreement will enable ABB to retain naming rights of the ABB FIA Formula E World Championship and continue using the global platform for year-round brand visibility, particularly in the UK where Formula E has hosted events in London since 2015.

The partnership will provide ABB with opportunities to promote its electrification and automation technologies that contribute to industrial decarbonisation. The company has used the series to showcase solutions that support cleaner and more energy-efficient operations, aligning with wider climate goals. The most recent race in London concluded Formula E’s 10th season, which included a grid of 11 teams and races across four continents.

ABB has worked with Formula E since 2018, implementing its own technology into the series to support operations and performance. Under the extended partnership, ABB has had access to Formula E’s global audience to engage with new and existing customers, and to align its brand positioning, ‘Engineered to Outrun’, with the championship’s messaging.

Formula E has been sanctioned by the FIA and remains the only all-electric world championship in motorsport. The series has committed to net zero carbon since inception, and the renewal of its title partnership with ABB continues a strategic alignment around electrification, innovation and sustainability.

Tiziana Di Gioia, Chief Revenue Officer, Formula E said, “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.

“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.”

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