TE CONNECTIVITY X ANDRETTI FORMULA E X FORMULA E

Enhancing Customer Relationships at Formula E Races to Drive Incremental Revenue

With hospitality for customers being an important component of B2B sponsorships, we wanted to do more than just provide a ticket to the Formula E race.  Instead, we created a two-day event that combined business, entertainment, and excitement.  

The day before the race we held a Tech Day that included talks on relevant industry and innovation themes, a tour of the paddock and the car, as well as a dinner with the race car drivers and team engineers.  Key themes included our sensor technologies (a relatively new market for TE) in the car and how we partnered with Andretti by embedding an engineer for R&D measures.  The next morning was a cultural event enabling casual conversations with customers followed by a VIP race watching experience, including rides in the electric BMW i8.  The events took place in North America, South America, Europe, Africa, Asia, and Asia Pacific - enabling TE to reach a global customer base and help grow our revenues significantly.  100% of surveyed guests indicated that they had a better relationship with their sales leader as a result of the event and 76% indicated they are more likely to consider TE in the future because of the partnership with Andretti.