S8 Sustainability Research
Analysis of sustainability perceptions amongst Formula E compared to other sports in Season 8
- While we have 187m fans and are currently the 5th biggest motorsport, we want to grow our fanbase as part of our strategy to become a tier one sport. We have two groups that we can target in order to convert them into fans; motorsport fans who aren’t aware of Formula E and a lookalike ‘non-motorsport fan’ audience
- Sustainability is a reason to stay engaged with Formula E, rather than a reason to engage Racing is the key driver of initial interest in our championship, but two thirds of members say that sustainability keeps them engaged with Formula E
- We’re leaders of sustainability in the sports world but have room to grow on social issues. We perform particularly well on environmental sustainability initiatives and seen as an industry leader, but there are groups, such as Gen Z, who want us to focus more on social equality issues
- Renewable energy and electric vehicles are killer initiative areas for our brand to prioritise initiatives and events related to these two areas are where members feel our brand is best aligned, plus as a result of following FE it has encouraged members’ interest in owning an EV
- We need to localise our work in order to have greater cut through and impact – especially for Gen Z and Germany Gen Z are most likely to feel price is a barrier to them acting more sustainably and German members face less barriers to sustainability but can be skeptical about how genuine we are