A Strategic Alignment: Formula E and Hackett Sport

The partnership, initially established in 2023, sees Hackett Sport providing apparel for Formula E staff throughout the global race calendar. Beyond uniform provision, the agreement grants Hackett Sport valuable brand visibility and activation opportunities at select E-Prix events. This isn’t merely a licensing deal; it represents a long-term strategic alignment between two brands targeting a forward-thinking demographic.

“We are delighted to extend our partnership with Hackett Sport into Season 12,” stated Jeff Dodds, CEO of Formula E. “It’s a powerful statement, building on two successful years that have perfectly aligned our shared commitment to innovation, style, and sustainability. As Formula E expands its calendar to new, iconic destinations, it creates an unparalleled global business platform where the Hackett Sport brand can connect directly with our growing fanbase of over 400 million forward-thinking and ambitious supporters – the consumers defining tomorrow’s landscape.”

Mark Blenkinsop, Chief Marketing Officer at AWWG, echoed this sentiment, adding, “We’re proud to continue our partnership with Formula E for a third consecutive season. The championship’s growth and global influence perfectly mirror the momentum we’ve seen with Hackett Sport as a brand that blends performance, sophistication, and sustainability. Formula E provides an exceptional platform to showcase our vision of modern British sportswear to a passionate and forward-thinking audience around the world.”

Hackett Sport: A Performance-Led Brand

Hackett Sport, the performance-focused division of Hackett London, initially joined the Formula E family as part of a broader commercial strategy to attract premium lifestyle brands. The partnership has become a consistent and visible presence within the Formula E paddock and at race events. The apparel provided isn’t just branding; it’s a demonstration of Hackett Sport’s commitment to quality and performance, mirroring the technological advancements at the heart of Formula E.

Under the terms of the agreement, Hackett Sport apparel will be prominently displayed by Formula E personnel at races and official functions, ensuring year-round brand exposure in key global markets. Furthermore, the partnership allows Hackett Sport to directly engage with Formula E’s highly engaged, digitally savvy audience through activations within the event ecosystem. This direct engagement is crucial for building brand loyalty and driving consumer interest.

Did You Know?

The Growing Appeal of Formula E

Formula E has rapidly established itself as a leading motorsport property, attracting a diverse audience beyond traditional racing enthusiasts. Its unique format – racing in major city centers, a strong emphasis on sustainability, and short, broadcast-friendly events – appeals to younger, more urban demographics. This makes it an attractive platform for brands seeking to connect with a new generation of consumers.

From a commercial standpoint, the renewal with Hackett Sport highlights Formula E’s ability to retain key partners as it diversifies its sponsorship portfolio. While automotive and energy companies remain important sponsors, apparel and lifestyle partnerships play a vital role in reinforcing the championship’s image as a premium and progressive brand. What other innovative partnerships can we expect to see from Formula E in the future?

The expansion of the Formula E calendar, including races in iconic locations like Monaco, Tokyo, Shanghai, London, and the inaugural Madrid E-Prix, further enhances the value of the partnership for Hackett Sport. The Madrid race is particularly significant, given that AWWG, Hackett Sport’s parent company, is headquartered in the Spanish capital. This local connection adds another layer of strategic benefit to the collaboration.

Pro Tip:

As Formula E continues to evolve as a global sports and entertainment platform, the extension with Hackett Sport underscores its commitment to building lasting relationships with brands that share its values. This focus on long-term alignment, rather than short-term gains, is a key factor in the championship’s continued success. How will this partnership evolve as Formula E continues to innovate and expand its reach?

Frequently Asked Questions About the Formula E and Hackett Sport Partnership

• What is the core benefit of the Formula E and Hackett Sport partnership?

  The partnership provides Hackett Sport with significant brand visibility and activation opportunities within a rapidly growing and forward-thinking motorsport championship, reaching a global audience of over 400 million.

• How long is the extended partnership between Formula E and Hackett Sport?

  The partnership has been extended for a third consecutive season, covering Formula E Season 12.

• What type of apparel does Hackett Sport provide to Formula E?

  Hackett Sport supplies official apparel for Formula E staff at races and official events worldwide.

• Why is the Madrid E-Prix particularly relevant to Hackett Sport?

  The Madrid E-Prix is significant because AWWG, Hackett Sport’s parent company, is headquartered in Madrid, Spain.

• What does this partnership say about Formula E’s commercial strategy?

  The renewal demonstrates Formula E’s ability to attract and retain premium lifestyle brands, diversifying its sponsorship portfolio beyond traditional motorsport categories.