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Formula E Holdings - Niall Treacy
Formula E Holdings - Niall Treacy
Living in a different era
“Human inventiveness…has still not found a mechanical process to replace horses as the
propulsion for vehicles”
Petit Journal, a French newspaper December 1893
• Answer was to organise the Paris-Rouen race for horseless carriages, held the
following July.
• The 102 entrants included vehicles powered by steam, petrol, electricity, compressed
air and hydraulics.
• Only 21 qualified for the 126km (78-mile) race, which attracted huge crowds. The clear
winner was the internal combustion engine.
• Over the next century it would go on to power industry and change the world.
Formula E Holdings - Niall Treacy
“The death of the internal combustion engine. It had a
good run. But the end is in sight for the machine that
changed the world.”
Economist August 12th 2017
THE LIFESPAN OF LARGE, SUCCESSFUL
COMPANIES HAS NEVER BEEN SHORTER
Average company lifespan on S&P 500 index
Lifespan of successful companies has never
been shorter
• In 1955, Fortune Magazine listed the 500 largest companies in a list that’s become synonymous with success. 60
years later, only 71 of those companies still remain.
• With the speed of technology adoption and a fast-paced global economy, companies rise and fall faster
• Blackberry in 2007 had over 50% market share in the US and in June 2007 the iPhone was introduced now they
have 0.8% of smartphone market share according to IDC
• Yahoo – 2005 they were undisputedly no1 in online advertising with 21% of the market now struggling to make 4th
position behind Google, FB, and Microsoft,
• Blockbuster - Blockbuster boasted a $5bn market value in 2004. File for bankruptcy 6 years later – Netflix
• HMV - HMV floated on the stock market in 2002 for a £1bn valuation. When it went into administration, it was
valued at just £15m - Amazon
40% OF COMPANIES WILL BE DEAD IN 10 YEARS
WHY FORMULA E
“Majority of Consumers Want Brands to Take a Stand on Social and Political Issues”
Sprout Social 2018
“Formula E is the biggest innovation in motor racing and entertainment of the last 10
years”
Jean – Claude Biver – CEO TAG HEUER
“We [offer] a story about changing a technology to make the world better, to try to
make cities less polluted”
Alejandro Agag CEO Formula E
“Marketing is about values it’s a very complicated and
noisy world, and we’re not going to get a chance to get
people to remember much about us”
Steve Jobs 1997
THE ELECTRIC STREET
RACING SERIES
Formula E Holdings - Niall Treacy
ELECTRIC RACING
SUSTAINABLE
INNOVATIVE
GLOBAL
ACCESSIBLE
TECHNOLOGICAL
FOR TOMORROW
ENTERTAINMENT
CITY CENTRE
PASSION
SOCIAL
DIGITAL
Brand Personality
Media Buyers
1. Viewership (eyeballs)
2. Stories generating traffic
3. Truly different racing proposition
4. Personalities and drama
Cities
1. To be seen as a top city destination
2. To be seen to be driving an urban mobility agenda
3. FIA Smart Cities programme
ELECTRI
C
STREET
RACING
SPONSORS
1. CSR association with sustainability
2. Access to the next generation
3. Truly different racing proposition
4. Exclusive hospitality opportunities
5. Investment for the future
OEMs / Teams
1. Awareness and consideration
of high performance
2. Open platform to showcase
their e-technology
3. Truly different racing proposition
4. Access to the next generation
5. CSR association with sustainability
6. Investment for the future
1. Unpredictability and genuine rivalry
2. Truly different (and more relevant) racing proposition
3. To see tech innovation driving real change
4. To participate and get involved
5. To be close to the action
6. An unforgettable day out
FANS
Formula E Eco-System
58% Male 42% Female
60+%of fans are between
21 and 45 years old
TECH SAVY
WELL-EDUCATED
UPMARKET
MILLENNIALS
INFLUENCERS
PASSIONATE ABOUT
SUSTAINABILITY
Sources:
Prophet Fan Research June 2016 of Sports Enthusiasts (US, UK, China, Germany)
FORMULA E TARGETS SPORTS ENTHUSIASTS WITH
THE FOLLOWING MENTALITY:
• When watching sports I care about all aspects of
the competition, not just the results
• I watch sports beyond the ones I play
• I love unpredictable sports events that keep me on
the edge of my seat
• I watch sports that are fun, exciting, unique, and
future facing
• Allows me to engage digitally (e.g. mobile app)
• Has the latest technology and equipment
Formula E Fans are sports enthusiasts
Formula E Holdings - Niall Treacy
From ZERO to success in less than 6 years
2013 2014 2015 2016 2017 2018 2019
First ever professional
motorsport event in
New York City
$1,000,000 E-Race in Las
Vegas at CES with Formula
E drivers and 10 pre-
qualified SIM drivers
Jaguar & Audi join
championship
Series expands to 12
rounds in 10 cities for
Season 3
ABB announced as Title
Partner – an FIA
Championship first
Gen2 Car revealed
(pictured)
Battery technology will
have advanced where
drivers do not need to
switch cars in Season 5
Mercedes-Benz
and Porsche joining in
Season 6
Lead Shareholder
investment from Liberty
Global and Discovery
Communications
Season 2 begins
Inaugural race held in
Beijing in Sept
FanBoost technology
introduced
Formula E CEO Alejandro
Agag created the series
sanctioned by the FIA
4
20
10
5
Seasons Complete
Continents Raced
Cities to Date
Manufacturers
Leading the sustainability
committee and owner of Pole
Position
Delivering green logistics
Insuring the future of
mobility
Championship Title Partner
Our tyre of the future
Demonstrating the next
generation of electric vehicles
Powering the Championship
sustainably
Timing the Championship
Providing electrifying fashion
Staffing the Championship
Authentic Partnerships
Airline partner
2018/19 Season Calendar
13 Races in 12 Iconic Cities
Formula E Holdings - Niall Treacy
Digital Audience
FOLLOWERSREACHVIEWERSHIP
581M
THIS
1,3B
714%
YOY
ENGAGEMENT
41.9M 1,203,700M
FANS
75%
UP
FROM LAST SEASON
SEASON
THIS
SEASON
GROWTH
713%
YOY
GROWTH
THIS
SEASON AND FOLLOWERS
1316%
YOY
GROWTH
Source: Channel Analytics
TV coverage has also experienced growth of 73% growth from S3 to S4
190.3
TOTAL VIEWERS
SEASON 1 SEASON 2 SEASON 3 SEASON 4
192.1
222.8
330.1
MILLION
• Formula E has delivered
the highest global TV
audience growth vs. key
competitors
• Rome delivered the highest
single race audience of
34.2m
• 60% increase in average
audience per race
Growth
Average
Audience
Per Race
17.3m 27.4m
Why formula E
• Electric Mobility will and is shaping our society
• Centre of the 4th Industrial Revolution
• Lifespan of successful companies has never been shorter
• Marketing and communications is about values in a busy world
• BRANDS are basically a promise. They tell consumers what quality to expect from a
product and show off its personality. Firms invest a lot and require ROI on the image
of their brands to foster sales and loyalty.
Formula E
“We invite you
to continue on
our journey”
ALEJANDRO AGAG
CEO & Founder of Formula E

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Formula E Holdings - Niall Treacy

  • 3. Living in a different era “Human inventiveness…has still not found a mechanical process to replace horses as the propulsion for vehicles” Petit Journal, a French newspaper December 1893 • Answer was to organise the Paris-Rouen race for horseless carriages, held the following July. • The 102 entrants included vehicles powered by steam, petrol, electricity, compressed air and hydraulics. • Only 21 qualified for the 126km (78-mile) race, which attracted huge crowds. The clear winner was the internal combustion engine. • Over the next century it would go on to power industry and change the world.
  • 5. “The death of the internal combustion engine. It had a good run. But the end is in sight for the machine that changed the world.” Economist August 12th 2017
  • 6. THE LIFESPAN OF LARGE, SUCCESSFUL COMPANIES HAS NEVER BEEN SHORTER Average company lifespan on S&P 500 index
  • 7. Lifespan of successful companies has never been shorter • In 1955, Fortune Magazine listed the 500 largest companies in a list that’s become synonymous with success. 60 years later, only 71 of those companies still remain. • With the speed of technology adoption and a fast-paced global economy, companies rise and fall faster • Blackberry in 2007 had over 50% market share in the US and in June 2007 the iPhone was introduced now they have 0.8% of smartphone market share according to IDC • Yahoo – 2005 they were undisputedly no1 in online advertising with 21% of the market now struggling to make 4th position behind Google, FB, and Microsoft, • Blockbuster - Blockbuster boasted a $5bn market value in 2004. File for bankruptcy 6 years later – Netflix • HMV - HMV floated on the stock market in 2002 for a £1bn valuation. When it went into administration, it was valued at just £15m - Amazon
  • 8. 40% OF COMPANIES WILL BE DEAD IN 10 YEARS
  • 9. WHY FORMULA E “Majority of Consumers Want Brands to Take a Stand on Social and Political Issues” Sprout Social 2018 “Formula E is the biggest innovation in motor racing and entertainment of the last 10 years” Jean – Claude Biver – CEO TAG HEUER “We [offer] a story about changing a technology to make the world better, to try to make cities less polluted” Alejandro Agag CEO Formula E
  • 10. “Marketing is about values it’s a very complicated and noisy world, and we’re not going to get a chance to get people to remember much about us” Steve Jobs 1997
  • 14. Media Buyers 1. Viewership (eyeballs) 2. Stories generating traffic 3. Truly different racing proposition 4. Personalities and drama Cities 1. To be seen as a top city destination 2. To be seen to be driving an urban mobility agenda 3. FIA Smart Cities programme ELECTRI C STREET RACING SPONSORS 1. CSR association with sustainability 2. Access to the next generation 3. Truly different racing proposition 4. Exclusive hospitality opportunities 5. Investment for the future OEMs / Teams 1. Awareness and consideration of high performance 2. Open platform to showcase their e-technology 3. Truly different racing proposition 4. Access to the next generation 5. CSR association with sustainability 6. Investment for the future 1. Unpredictability and genuine rivalry 2. Truly different (and more relevant) racing proposition 3. To see tech innovation driving real change 4. To participate and get involved 5. To be close to the action 6. An unforgettable day out FANS Formula E Eco-System
  • 15. 58% Male 42% Female 60+%of fans are between 21 and 45 years old TECH SAVY WELL-EDUCATED UPMARKET MILLENNIALS INFLUENCERS PASSIONATE ABOUT SUSTAINABILITY Sources: Prophet Fan Research June 2016 of Sports Enthusiasts (US, UK, China, Germany) FORMULA E TARGETS SPORTS ENTHUSIASTS WITH THE FOLLOWING MENTALITY: • When watching sports I care about all aspects of the competition, not just the results • I watch sports beyond the ones I play • I love unpredictable sports events that keep me on the edge of my seat • I watch sports that are fun, exciting, unique, and future facing • Allows me to engage digitally (e.g. mobile app) • Has the latest technology and equipment Formula E Fans are sports enthusiasts
  • 17. From ZERO to success in less than 6 years 2013 2014 2015 2016 2017 2018 2019 First ever professional motorsport event in New York City $1,000,000 E-Race in Las Vegas at CES with Formula E drivers and 10 pre- qualified SIM drivers Jaguar & Audi join championship Series expands to 12 rounds in 10 cities for Season 3 ABB announced as Title Partner – an FIA Championship first Gen2 Car revealed (pictured) Battery technology will have advanced where drivers do not need to switch cars in Season 5 Mercedes-Benz and Porsche joining in Season 6 Lead Shareholder investment from Liberty Global and Discovery Communications Season 2 begins Inaugural race held in Beijing in Sept FanBoost technology introduced Formula E CEO Alejandro Agag created the series sanctioned by the FIA
  • 19. Leading the sustainability committee and owner of Pole Position Delivering green logistics Insuring the future of mobility Championship Title Partner Our tyre of the future Demonstrating the next generation of electric vehicles Powering the Championship sustainably Timing the Championship Providing electrifying fashion Staffing the Championship Authentic Partnerships Airline partner
  • 20. 2018/19 Season Calendar 13 Races in 12 Iconic Cities
  • 22. Digital Audience FOLLOWERSREACHVIEWERSHIP 581M THIS 1,3B 714% YOY ENGAGEMENT 41.9M 1,203,700M FANS 75% UP FROM LAST SEASON SEASON THIS SEASON GROWTH 713% YOY GROWTH THIS SEASON AND FOLLOWERS 1316% YOY GROWTH Source: Channel Analytics
  • 23. TV coverage has also experienced growth of 73% growth from S3 to S4 190.3 TOTAL VIEWERS SEASON 1 SEASON 2 SEASON 3 SEASON 4 192.1 222.8 330.1 MILLION • Formula E has delivered the highest global TV audience growth vs. key competitors • Rome delivered the highest single race audience of 34.2m • 60% increase in average audience per race Growth Average Audience Per Race 17.3m 27.4m
  • 24. Why formula E • Electric Mobility will and is shaping our society • Centre of the 4th Industrial Revolution • Lifespan of successful companies has never been shorter • Marketing and communications is about values in a busy world • BRANDS are basically a promise. They tell consumers what quality to expect from a product and show off its personality. Firms invest a lot and require ROI on the image of their brands to foster sales and loyalty. Formula E
  • 25. “We invite you to continue on our journey” ALEJANDRO AGAG CEO & Founder of Formula E