Motorsport sponsorship has long been considered an important route to publicity for oil and gas companies. Formula One has Saudi Aramco as a main sponsor, with Castrol and Petronas sponsoring teams. Gulf Oil has partnered with numerous racing endeavours for decades, including F1. But for energy companies that focus on electricity supply and sustainability, promoting motor racing could be controversial. E.
E.ON has had a partnership with Veloce since the latter decided to run a team in Extreme E after the sport was developed in 2019. It’s still the only energy company in Extreme E that sponsors a team directly. The electric SUV series, which races in exotic environments to highlight the risks from and solutions to climate change, is the poster child for motorsport with an environmental purpose.
Veloce is certainly pushing the boundaries of how a race team is organized and funded. The group started off primarily focused on e-sports and has cornered the market in competitive Formula 1 sim racing. Lando Norris’s Quadrant brand was coordinated by Veloce, and the company runs a slew of professional esports and sim racing teams with a monthly viewing audience of over 65 million across all its platforms. Extreme E was its first venture into real-world racing.
“We were trying to find a different way to promote the energy conversation,” argues Somerville. The combination of motorsport, gaming and women in motorsport provided by Veloce and Extreme E is unique. “The racing is almost incidental, as great as it is. The bits around it really amplify the value.” Veloce’s history in gaming, particularly racing simulations, opens a new area for E.ON.
According to Somerville, E.ON is very happy about how far Veloce has progressed since its inception in 2018, culminating in the launch of VEXT and the. Along with E.ON’s contributions, this will allow Veloce to continue with is rapid growth. The Extreme E team is still in with a chance of the title despite. But even without a championship win, Veloce is helping E.ON show the leading role energy utility companies will have in decarbonizing the future.
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