Formula E names TSBA global licensing agent

Formula E has appointed TSBA to represent its adrenaline-fuelled motorsports brand worldwide.

Formula E has set out to change the face of motorsport, the automotive industry and the way the world views sustainability, by reinventing racing with some leading brands in tow.

Audi, Jaguar, Renault, DS Virgin, Mahindra, NIO and Venturi already race within the series, while BMW, Mercedes and Porsche will join imminently. Meanwhile, the sport’s portfolio of sponsors has also been bolstered with the likes of Visa, Qualcomm, TAG Heuer, Julius Bar and more.

Formula E races take place across the globe from Hong Kong to Berlin and New York to Sao Paulo on city circuits attended by a growing global fanbase, with more than 190 million people watching on mainstream media.

TSBA is looking to brig in partners from across gaming, toys, clothing, automotive and technological products.

Ben Padley, marketing and brand director for Formula E, said: “We are delighted to be working with TSBA on our vision for consumer products that represent the ethos of Formula E.

“The series is at the forefront of technological development in the automotive sector, as well as being one of the world’s fastest growing entertainment brands. The growth and popularity of electric motoring means that Formula E and our partners have the opportunity to be among the most authoritative voices in the sector for years to come.”

Ian Mallalue, TSBA chief executive, added: “Opportunities like representing a global disruptive brand such as Formula E don’t come along very often.

“Our team is excited to build a global portfolio of partners leveraging the growing popularity of the series and worldwide reach.

“The brand represents a real leap towards the future of motoring and sustainable technologies.”

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