Formula E

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COMMERCIAL FEATURE JULIUS BAER AND FORMULA E: A VISIONARY PARTNERSHIP Julius Baer is the exclusive global partner of Formula E. The first season has not quite ended, but both parties are declaring the partnership a success A few motor-racing fans have asked why Julius Baer was so keen to back Formula E. After all, motor-racing was banned in the wealth manager's home of Switzer- land decades ago. It isn't a technology company. So why was Julius Baer so en- thusiastic about sponsoring a completely new version of racing? Julius Baer co-head of marketing Marco Parroni explains the logic from his perspec- tive. "We are committed to growing through sustainable wealth management practices and we also support visionary ideas," he says. "The sponsorship of Formula E, with its global reach, is the perfect platform for us to share the values we stand for, such as inno- vation, sustainability and a forward-looking pioneering spirit. We aim to contribute to the advancement of new technologies, in this particular case the development of sustain- able means of transport." The company's ethos seems to be a per- fect match with Formula E. Founded in 1890 to focus on the demands of private clients, family offices and external asset managers, the wealth manager has long emphasised the need to explore sustainable and socially responsible investments. The tie-in gives it a unique insight into the multitude of sustaina- ble technologies used in Formula E. In fact, the deal was a continuation of a wider strategy of supporting emerging talent and technologies. Mr Parroni says: "In addition to Formula E, we support the younger generation with our sponsorship of the AMZ racing team of the Swiss Fed- eral Institute of Technology (ETH) Zurich. These young engineering graduates from one of the leading universities are developing their own electric racing car. "We aim to promote the development of the respective technology and, at the For- mula E races, we want to give these young engineers of the future a prominent plat- form with Formula Student, a competition for young engineers." Naturally, there is a measurable return on the investment. Mr Parroni speaks highly of the branding the company gets on the cars and by the race track. And the global reach is a vital factor for marketing in a broad range of territories. He says: "Formula E races have been and will be held and broadcast in many of Julius Baer's key markets, such as Europe, Asia and Latin America. This gives us a unique opportunity to increase its gen- eral brand awareness, and invite clients and prospects to high-class events to ex- perience future technologies first-hand. Thanks to Julius Baer's status as the global partner of Formula E, we will have exclusive hospitality access to the race tracks." Sponsors, of course, also want to know they are going to enjoy the whole experience. Fortunately, Julius Baer is emphatic that For- mula E is evoking the right emotions. "There were many highlights throughout the whole season," Mr Parroni recalls. "I would like to mention the first race in Beijing, which was a very emotional moment and the start of a partnership that has been very suc- cessful so far. And, of course, the first race in Europe on the historic track of Monaco. It is great to see the whole potential of the plat- form, the growing interest in the technology itself and how this could provide a solution for climate change." "Also our guests responded positively. Those who could experience the events live were thrilled by the competition as well as by the concept of a new environmentally friendly racing series," he says. There's one other great dividend. Mr Par- roni says: "I also fondly remember the Swiss Council of States' decision to pave the way for a Formula E ePrix in Julius Baer's home market of Switzerland." The ban is gone thanks to the environmental ambition of Formula E , enabling a race to take place in coming seasons. Overall, the partnership has been a re- sounding success for both Julius Baer and Formula E. Mr Parroni, for one, is looking to the longer term: "I am very much looking for- ward to the last two races in London, with the final on Sunday – and then on to seasons to come," he says. For more information visit: www.juliusbaer.com The sponsorship of Formula E, with its global reach, is the perfect platform for us to share the values we stand for, such as innovation, sustainability and a forward-looking pioneering spirit Marco Parroni Co-head of marketing Meet eDrivers in party mood The aim is to win the race, but Formula E is also about having fun and interacting with fans FORMULA FOR FUN KATY FAIRMAN T here has been a buzz about For- mula E since it was announced in 2012. With races in city-cen- tre locations, cars that make little or no noise and interaction with fans, the series was destined to drive at- tention on and off-track. It delivers. Right at the top, celebrities such as Leonardo DiCaprio, Adrien Brody, Cuba Gooding Jr and Lindsay Lohan, have vis - ited the races and enjoyed the hospitali- ty. The most exclusive of these is a black- tie gala dinner on the Friday before each race, which is only open to a chosen few. It is hosted by the power brokers behind the series who give guests insight into the history behind Formula E. During the race itself some of the most well-heeled guests can be found in the eMotion Club which gives access to a pit lane walk and has the best views of the track, as well as a wide range of food and drinks. Capping off the weekend, an official post-race party hosts up to 300 special guests. Unlike the drivers in many other motorsport series, those in Formula E are a common sight at these events. One regular on the party scene is Bruno Senna, nephew of Formula 1 icon Ayrton Senna, and driver for the Mahin - dra Formula E team. He says that even off the track Formula E's core values are never far away. "In Formula E, the hospitality and events are directed at bringing people into the experience, and learning about new technologies and sustainability," he says. It is most visible at the eVillage where sponsors' pavilions stand next to a bar with a jumbo screen for guests to watch the on-track action. "At the events, everyone can enjoy great sport during the racing with cutting-edge technologies," says Bruno. He says his favourite gala was at Bei - jing because it was held in such a spe- cial place, the Imperial Temple in the Forbidden City. "The atmosphere was incredible because it was the first gala of the year, but the best post-race party was in Punta del Este, Uruguay. Unfor - tunately, testing the next day meant we couldn't stay very long. The drivers are quite engaged during the race week- ends, due to our very tight schedule, but we try as much as possible to show up to eMotion hospitality and interact with fans during the autograph sessions or pit lane visiting times," he says. Another popular personality who trav - els with the series and follows its social scene closely is Kelly Piquet, daughter of three-times F1 cham- pion Nelson Piquet and sister of Formu- la E championship leader Nelson Piquet Jr. This sporting her- itage made the Long Beach ePrix her most memorable moment in Formula E so far. "My brother had won his first Formula E race and coinciden - tally, 35 years before, almost to the day, my father had his first Formula 1 victo- ry," says Kelly. "In my opinion, Formula E has a dif- ferent approach to entertainment than other series. It is interactive and grabs the attention of motorsport fans. The sport also thinks it highly important that the public and guests get to meet drivers over the weekend, whether that be through autograph sessions or lunch at the eMotion lounge. "Special guests are also invited to the gala, as well as mingling with drivers on race day by having garage tours and hot laps in the sport's safety car. For non-racing fans, there are a lot of other things to see at the track. There is ad - mission to the eVillage, which has differ- ent activities, sponsors' booths and our very own DJ, known as the sport's 'EJ'." Like Bruno, Kelly says her favourite after party was at Punta del Este. "We were at a beautiful house and everyone was dressed in white. The music was un - believable and everyone was just in such a partying mood," she says. It shows that whether on track or off, the atmosphere at a Formula E race really can be electric. 1 2 Hospitality and events are directed at bringing people into the experience, and learning about new technologies and sustainability 1. Leonardo DiCaprio 2. Punta del Este ePrix FORMULA E | 15 RACONTEUR | 24 / 06 / 2015 raconteur.net

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