ABB, the multinational technology giant, has extended its title sponsorship with international electric car racing series Formula E.
The brand became the series’s first-ever title sponsor in 2018 as part of a lucrative naming rights deal worth a reported $25 million per season. Since then, it has expanded its ties with the sport as an official partner of the Porsche Formula E team and later became the title sponsor of the Formula E New York E-Prix.
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Over the last eight years, ABB has leveraged its title sponsorship to promote its brand, while lending its technology solutions to the series, including race chargers, its energy management software, and Uninterruptible Power Supply technology.
Under its renewed agreement, Formula E said it will continue to work with ABB to promote the company’s brand to the series’ global audience.
Paco Liebrand, head of brand at 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 organizations, 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.
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By GlobalData"Going forwards, 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.”
Tiziana Di Gioia, Formula E’s CRO, added: “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.”
The renewal comes days after Formula E announced a major long-term extension to its operational agreement with the International Automobile Federation (FIA) governing body, securing its future for over 20 years.
The series’ current agreement with the FIA runs through 2038, but the new 10-year extension will bring the pair’s relationship through 2048. The deal ensures Formula E remains the sole all-electric racing series in the single-seater racing category, preventing any future competitors.
Earlier in 2025, the series confirmed plans to expand its 2026 calendar with new race locations, adding the Spanish capital Madrid and Florida's Miami to the annual circuit.
The provisional 2026 calendar for the all-electric series was unveiled in June after being validated by the FIA. In total, it features 18 races across 12 cities.
The Miami race, provisionally set for January 31, is set to mark only the second Formula E-Prix in that city since its first season, and will take place at the International Autodrome (located around the Hard Rock Stadium) for the very first time.
Meanwhile, the Madrid E-Prix, currently scheduled for March 21, will mark the first occasion Formula E visits the Spanish capital for a race.
The season is currently set to begin in December this year, in Sao Paulo, Brazil, and run through to a double-header finale in London, UK, next August.
Other countries to host Formula E action include Mexico, Saudi Arabia, Germany, Monaco, China, and Japan.
There are currently three race slots without host cities in place, scheduled for June 20 and July 4 and 5, with the latter set as a doubleheader. Formula E has said the destinations of these races will be announced later this year.
