Formula E has hired sports marketing agency Goodform to drive its global data growth and fan engagement.
Goodform will help the all-electric racing series build a better understanding of its current audience, while bringing new fans into the sport through strategic data acquisition and communication campaigns.
Neither the financial terms nor the duration of the partnership have been made public.
“Formula E has seen impressive growth in a number of areas since its start and is an incredibly progressive organisation that everyone at Goodform is proud and excited to be working with,” said Joe Kyle, marketing director at Goodform. “Our role will be to take Formula E to the next level in terms of data, insight, and fan communications for season four and beyond.”
Ben Padley, marketing and brand director at Formula E, added: “It’s fantastic news to be working with Goodform on this exciting new partnership. Goodform has unrivalled knowledge in understanding fan-bases across a variety of sports and with their expertise we look to broaden the electric street racing series to a new audience.”
The 2017/18 season of the FIA Formula E Championship began with a double-header in Hong Kong on 2nd and 3rd December. Renault’s French driver Jean-Éric Vergne won the opening race around the Hong Kong Central Harbourfront Circuit while Sweden’s Felix Rosenqvist won the second ePrix of the 14-race calendar.