The global tech leader, Asea Brown Boveri (ABB) and Formula E have announced a multi-year extension of their landmark title partnership, reinforcing a shared vision to drive sustainable innovation and advance the electrification of mobility worldwide.
The renewed agreement has ensured ABB will continue as the title partner of the ABB FIA Formula E World Championship, extending one of motorsport’s most enduring and strategic brand alliances.
Since the partnership’s inception in 2018, ABB and Formula E have worked in tandem to spotlight the transformative power of clean energy technologies through the dynamic lens of elite racing. ABB’s expertise in electrification, automation, and energy management has not only powered the Championship’s infrastructure but also amplified Formula E’s position as the pinnacle of all-electric motorsport.
As part of the renewal, ABB will roll out its new global brand positioning — “Engineered to Outrun” — across Formula E platforms. The campaign blends high-performance storytelling with ABB’s sustainability and innovation ethos, aiming to inspire a new generation of tech-savvy, climate-conscious audiences.
Commenting on the occasion, Paco Liebrand, Head of Brand, ABB, 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 organisations, combined with the global appeal of the Championship, makes it a great platform to promote our brand positioning.
“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 which reinforce our new messaging, build familiarity, and tell the ‘Engineered to Outrun’ story.”
Tiziana Di Gioia, Chief Revenue Officer, Formula E, added, “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.
“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.”
ABB continues to play a pivotal role in the championship’s technological evolution. Since Season 9, the company has provided official race charging solutions and integrated advanced systems such as the ABB Ability™ OPTIMAX® energy management suite and UPS (Uninterruptible Power Supply) technologies to ensure seamless race operations.
The partnership extension comes amid major growth moves by Formula E. Just this week, the series announced a historic long-term agreement with the FIA and Liberty Global, securing its competitive future through at least 2048, with an option to extend into the 2050s.
As a partnership, ABB and Formula E represent more than branding — they are actively shaping the technological and environmental narrative of motorsport, setting a new standard for purpose-driven collaboration.
ABB is a global technology leader that is helping society and industry to achieve a more productive, sustainable future. With over 130 years of innovation, ABB operates in 100+ countries and employs around 105,000 people.
Founded in 2014, Formula E is the world’s first all-electric international racing series. Hosting races in major cities across the globe, the championship serves as a testbed and showcase for next-generation electric mobility. Season 12 begins with pre-season testing in Valencia this October.
