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TSBA to licence Formula E brand globally

“Opportunities like representing a global disruptive brand such as Formula E don’t come along very often.”

TSBA has been appointed by fast growing motorsport brand Formula E to represent it worldwide.

The sports brand already boasts Audi, Jaguar, Renault, DS Virgin, Mahindra, NIO, Andretti, TECHEETAH, Dragon and Venturi already racing within the series.

BMW, Mercedes and Porsche will also be joining imminently.

This is further reinforced by a cast of sponsors including Visa, Qualcomm, TAG Heuer, Julius Bar, Michelin, DHL, Enel, Arrival, Mumm and BMW i.

Races take place across the globe from Hong Kong to Berlin and New York to Sao Paulo on city circuits attended by hundreds of thousands of people globally, as well as more than 190 million people watching on mainstream media.

Global opportunities exist to join the Formula E brand across all categories with an initial focus on gaming, toys, clothing, automotive and technological products.

Ian Mallalue, TSBA’s chief executive, said: “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.”

Ben Padley, marketing and brand director for Formula E, added: “We’re 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 authorative voices in the sector for years to come.”

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