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SBD Global/September 10, 2013/Marketing and Sponsorship

FIA-Backed Formula E Electric Racing Series Signs Deals With Qualcomm, DHL

The new Formula E electric motor racing series "has signed up technology company Qualcomm and logistics provider DHL as corporate sponsors before its launch next September," according to Keith Weir of REUTERS. Californian company Qualcomm "will be the official technology partner to the championship, while German-owned DHL will help to move cars and equipment between the 10 cities that will host races." The support of two major corporate backers from either side of the Atlantic "is a boost for Formula E, a new series of races that will feature cars powered by electric energy scheduled for launch in September 2014" (REUTERS, 9/9). In London, Roger Blitz reported DHL, which also sponsors F1 and ManU, "will be the logistics partner of the electric car series." The electric car series "plans to use Qualcomm’s technology to charge the racing cars wirelessly, though not until the second season." The wireless technology "involves the use of magnetic induction transferring energy between the ground and the vehicle" (FINANCIAL TIMES, 9/9).
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