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ABB Hoping Title Sponsorship Of Formula E Will Increase Name Recognition

Published in SportsBusiness Daily Global on 01 / 16 / 18

Tech company ABB execs are "the first to admit that when Formula E announced the Swiss engineering brand as its title sponsor , the prevailing global reaction" was, "Who?" according to Katie Deighton of CAMPAIGN LIVE. ABB Head of Brand Nicolas Ziegler said, "In the past, I think we were too humble ...

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Tags: Marketing and Sponsorship, Europe

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