Formula E exposure worth more than $100m to sponsors

Friday 9th January 2015

The first three races of the new FIA Formula E Championship have generated exposure worth
$123.8m for the brands involved in the series, according to new research by Money Sport Media,
publisher of motor racing trade guide Formulamoney.
Since the championship launched on 13th September in Beijing the 96 featured brands have
benefited from broadcast exposure which would have cost an average of $41.3m per race if it had
been purchased as television advertising slots.
This months race in the Uruguayan resort of Punta del Este was the best so far, generating
exposure with an advertising value equivalent (AVE) of $46.2m. The race was won by e.DAMS
Renaults Sbastien Buemi and marked the continuing success of the team. It has been the bestexposed competitor this year, generating coverage worth $15.6m for its partners.
The performance of e.DAMS, combined with extensive branding derived from its position as a series
partner, has made Renault the best exposed brand of the season with an AVE of $13.5m, more than
10% of the total.
The other companies which make up the top five best-exposed brands are tyre supplier Michelin
($12.1m), series partner Julius Br ($11.4m), and team owners Virgin ($7.7m) and Venturi
($7.3m).
These figures are a significant achievement for a new series. A typical Formula One World
Championship race generates $149.9m worth of exposure for the brands involved. In this context,
the Formula E average of $41.3m is a respectable start for a new series with no history to build on.
Formula E is founded on an innovative concept in that it features single-seater cars powered
exclusively by electric energy. It represents a vision for the future of the motor industry, serving as
a framework for research and development around the electric vehicle.
Money Sport Medias calculations of exposure value allow the series stakeholders to assess returns
throughout its inaugural season. Exposure to a global television audience is one of the most
significant benefits of a sports sponsorship and the system translates this into monetary values.
What makes this system unique is that it factors in race performance, showing the exposure boost
experienced by front-running teams which are more likely to capture the attention of the fans when
they appear on screen. It derives from methodology first used in the Formulamoney report which
launched in 2007.
Christian Sylt, managing director of Money Sport Media, said: This data is great news for the FIA
Formula E Championship. It shows that it has a lot to offer sponsors and puts the series on a good
footing for its future. It will help those involved in the sport such as teams, sponsors and the
commercial rightsholder to understand the true value of being involved in such an innovative new
series.
For further information, contact:
Caroline Reid
Email caroline@formulamoney.com
Web www.formulamoney.com
Twitter @FormulaMoney