Understanding the Key Partnerships Powering Formula E Teams: Beyond the Big Names

When talking about Formula E and the teams participating in the championship, one encounters many names of well-known brands alongside other rather unfamiliar names or acronyms. We all recognise Jaguar, but what or who is TCS? Or NEOM, which appears next to McLaren? I was curious, so I did some digging. Let me share my findings:

These are the 11 teams participating in Formula E:

• Jaguar TCS Racing
• TAG Heuer Porsche Formula E Team
• DS Penske
• Nissan Formula E Team
• Andretti Formula E
• Envision Racing
• NEOM McLaren Formula E Team
• Maserati MSG Racing
• ABT Cupra Formula E Team (Lola Yamaha ABT in S11)
• Mahindra Racing
• ERT Formula E Team

TCS: Tata Consultancy Services (TCS) is a global IT services leader that partners with Jaguar in Formula E. Jaguar teamed up with TCS  to accelerate the data transfer between the racetrack and the factory. Using TCS-built cloud technology, Jaguar TCS Racing provides their engineers quick access to data, enabling them to optimise the race car. This real-time data analysis aids in shaping race strategy and predicting outcomes.

TAG Heuer: TAG Heuer, a luxury Swiss watchmaker serves as the Official Timekeeper of Formula E and a partner of the Porsche team. They help them with precise timing data crucial for race strategy and performance analysis. TAG Heuer’s long-standing heritage in motorsport (as they also participate in F1 as a partner for Red Bull, the Carrera Panamericana, the Indy500 and multiple more) and expert knowledge in precision engineering enhance Porsche’s racing operations while boosting the team’s prestige and brand visibility within the series.

DS: DS Automobiles, a French luxury car manufacturer under the Stellantis Group, focuses on electrification and innovation. Committed to a fully electric line-up by 2025, DS collaborates with Penske Autosport in Formula E. This partnership, forming DS Penske, brings together DS’s expertise in electric powertrains with Penske’s motorsport legacy. The collaboration benefits DS’s EV development and strengthens Penske’s competitiveness in the championship.

NEOM: NEOM is a futuristic urban area that is being built in northwestern Saudi Arabia, designed to reshape the way people live by prioritising sustainability, technology, and innovation. Through the partnership with McLaren in Formula E, NEOM aligns its vision with McLaren’s electric racing expertise. McLaren, under the "NEOM McLaren Electric Racing" banner, benefits from NEOM’s focus on innovation and talent development, while NEOM supports McLaren’s push towards cleaner, more sustainable technologies in motorsport.

MSG: Maserati’s partnership with Monaco Sports Group (MSG, formerly Venturi) in Formula E merges Maserati’s storied racing history with MSG’s extensive Formula E experience (as Venturi had been a part of the electric racing series from the very beginning). This collaboration drives Maserati MSG Racing forward, combining innovation in electric powertrain technology with strategic expertise from MSG, ensuring Maserati can compete at the highest levels while advancing their electric vehicle ambitions.

ABT: ABT Sportsline is a German tuning and motorsport company, known for enhancing performance in Volkswagen Group vehicles (VW, Audi, SEAT, Škoda, and Porsche). ABT’s deep history in DTM, GT racing, and electric motorsport gives it a strong foundation to innovate and compete at the forefront.

CUPRA: CUPRA, the high-performance brand under SEAT, partnered with ABT in Formula E for 2023. The partnership leveraged CUPRA’s expertise in electrification and ABT’s extensive experience in Formula E, advancing both brands’ technical capabilities and enhancing their impact in the electric motorsport arena.

Lola: Lola Cars, a British motorsport engineering company, is re-entering top-tier racing by joining Formula E for Season 11. Lola is entering the series as a powertrain supplier, partnering with Yamaha to develop electric powertrain technology. This partnership marks a key step in re-establishing Lola as an industry leader in sustainable engineering, focusing on electrification, hydrogen, and sustainable fuels. Partnering with Yamaha, Lola focuses on powertrain development under the new Gen3 Evo regulations. Known for its historic success in motorsport, Lola brings expertise in chassis and aerodynamics, while Yamaha provides cutting-edge energy management, contributing to sustainable advancements in electric racing.

Upon reviewing these partnerships, it becomes clear that teams are not merely adding random names to their titles in pursuit of sponsorship money. Each partnership is thoughtfully designed to improve the team's performance in the championship.