Daniel Colombo–July 29 – 30, 2023
In July of 2023, I attended the London Formula E races as both a guest of the Envision Racing Formula E team, and also in a working capacity that saw me hosting commercial prospects for the team.
The event was the culmination of the ABB FIA Formula E Season 9, a double header that would see both the Drivers’ and Teams’ World Champions crowned in a tense, action packed weekend. It was a fantastic motorsports environment, both from the sporting and commercial sides, with Envision Racing ultimately clinching the Teams’ championship, and utilizing the event as a center piece in highlighting its commercial value proposition of being a purpose-based, and Sustainability-focused global sales and marketing platform for brands wishing to highlight their innovative technology and services to a global audience.
The event itself is massively unique and impressive in the world of motorsports: This being that the races take place both outside and INSIDE London’s ExCel Convention Centre, the all electric Formula E race cars emitting no CO2 emissions allowing for such. Not only are the visuals stunning (as the image below attests), but the inside nature of the circuit accentuates the unique aural experience of a Formula E event, amplifying the sounds emanating from the tires, brakes, and electric engines that, in my view, can make an ’emotional’ connection to an existing or new motorsports fan just as the historic nature of emotive sounds coming from a race car powered by an internal combustion engine has influenced generations of fans (myself included).
Fan Experience
Speaking of fans, Formula E puts on a very involved ‘event’ for fans with more than just the race happening….. The Allianz FAN VILLAGE included activities and interactive exhibits for all ages, and perfect for an entertaining and affordable day out for the family, all easily accessible via public transport directly to the event’s door step.
Commercial Opportunities
The London ‘event’ weekend provided Envision Racing the opportunity to plan and execute one of its bespoke Race Against Climate Change Live (RACC) events at the British Museum, a panel of distinguished speakers from the world of industry, sports, academia, and government in an environment talking about the impact of climate change.
Back at the track later in the day and remainder of the weekend, the team hosted both existing and prospective partners in the BOSS EMOTION Club, Formula E’s on-site VIP hospitality area. This is an eclectic environment well suited for both business discussions and/or an enjoyable event experience that also included a race seat and guided tours of the team’s garages and pit area prior to the races.
All in all, an amazing and productive weekend, one which I’m targeting to attend again in 2024!