Business of Formula E 2022-23 - Property Profile, Sponsorship and Media Landscape

Business of Formula E 2022-23 - Property Profile, Sponsorship and Media Landscape

Summary

An analysis of the current business landscape in the Formula E, including a look at the current state of the series' sponsors, media rights and team sponsorship portfolios

Teams are introducing the new Gen3 car, which will bring more power and entertainment to the sport. Standard car power is increasing from 250kW to 350kW, signifying a new era for Formula E.
Last season’s captivating finale saw Stoffel Vandoorne become the Formula E World Champion, and hence Formula E’s live audience hit a record number of viewers last season, at 216 million, a 10 percent increase year-on-year.
Formula E’s “Unplugged” series is also back for another season, which the FIA hopes will bring mainstream attention to the sport, similar to Formula 1’s “Drive to Survive” on Netflix. ABB stand as Formula E’s biggest partner at $40 million-a-year, whilst Hankook’s deals to supply the event with tires and to be the title sponsor of five ePrix races is worth $11.5 million annually, as per GlobalData.
Clothing and accessories stands as the most common sector among Formula E’s partners, whilst German brands account for 25 percent of Formula E’s sponsorship roster.
For the 2022/23 season, Formula E teams generate $59.49 million in annual sponsorship revenue, as per GlobalData.
Unsurprisingly, the automotive industry stands as the most valuable within team sponsorships, as GlobalData estimates this sector to accumulate $12.38 million annually, accounting for 20.8 percent of all team sponsorship revenue.
Every Formula E team enters the 2022/23 season with a title partner, with the automotive sector accounting for 55 percent of such title partnerships. NIO’s title sponsorship of the NIO 333 Racing team is the longest standing title partnership in Formula E, having been partnered since 2014/15. Formula E’s ePrix schedule sees five changes this season, with Cape Town, Hyderabad, Portland, Monaco and Sao Paulo come into the fold, further expanding the sport’s global reach.
The ePrix in Monaco has the lowest average ticket price for the 2022/23 season at $31.48, whilst the Berlin ePrix has the highest average ticket prices at $65.47.
As a continent Europe still tends to dominate Formula E, playing host to 43.75 per cent of all ePrix's this season, whilst making up 81.82 per cent of the driver line up.

Formula E’s sponsorship roster looks largely similar to the 2021/22 season, despite acquiring Hankook as an official tire supplier, replacing the deal with Michelin, who had been the previous tire supplier since Formula E’s inaugural season in 2014. The only other change from last season sees Formula E’s partnership with TVR expire, with the car brand having provided on-site activations at the Monaco and London ePrix. GlobalData estimates the electric racing series to earn approximately $121.5 million in sponsorship revenue from 16 sponsors, with Formula E’s biggest sponsor being their title partner, ABB, who accumulate an astounding $40 million annually. The clothing and accessories industry ranks as the most popular sector among Formula E team sponsors, accounting for 16.87 percent of deals. This industry has become increasingly popular for supplying teams with kit and apparel, with other brands playing larger roles as technical partners. The automotive industry ranks as the most valuable sector involved in Formula E team sponsorship for the 2022/23 season, which is expected due to the natural synergy with the sport, accumulating $12.38 million annually.

Scope

• This report provides an overview of the current situation regarding media landscape, sponsors and generated revenue, as well as the challenges involved in growing Formula E's commercial profile. This report also looks at the racing series' social media following, in comparison to Formula 1, as well as a comparison between the 11 race teams.
• The report provides a detailed analysis of all 11 teams and their current sponsorship outlook as well, with regards to brand livery, as well as detailed analysis relating to sponsorship sectors and locations.

• For those wanting an in depth analysis of how Formula E is currently performing.
• General metrics for Formula E such as general TV audience and social media followings are included.
• The report will also be of interest to those who are interested in the kinds of brands that have sponsorship deals in place with Formula E, and its constructors. Identified are the most prevalent sectors and brands, as well as the biggest revenue generators of these aforementioned sectors.