Formula E Attracting Global Audiences, Sponsors

Formule E drew a good crowd in Mexico, but the tickets were essentially free.

Formula E is "only in its fourth season" but as it "gears up for the sixth race of 12 globally on Sunday," the sport is "quickly attracting a growing following worldwide among fans and sponsors," according to Steve Menary of THE NATIONAL.

From leading manufacturers such as Audi and Jaguar to top brands such as Hugo Boss and TAG Heuer, Formula E is "quickly proving transformative."

Part of the reason is the "increasing amount of positive buzz around the sport," which was highlighted in the recent SportsIndex Annual Buzz report. Produced by SMG Insight and YouGov, the report measures positive sentiment in 60 sports in the U.K. by "monitoring consumer feedback for two weeks around a major sports event."

With Silverstone — the host for the British Formula 1 Grand Prix — activating its break clause, "interest about that event fell to a five-year low but surged for Formula E," which was among the 10 highest movers in the '18 report.

SMG VP & Head of Sports Data Products Lance Fraenkel said, "The fact that it was competitive was a big part but there's also the interactiveness. Hopefully Formula E can build on this success this season." SMG Insight also cited the arrival of Jaguar on the Formula E starting grid in the '16-17 series as a "major factor" in helping increase "positive chatter" around the sport. Taking part in Formula E is a "natural progression for car makers looking to electrify their models, which in turn boosts the sport's profile."

Havas-owned sports and entertainment agency Cake Managing Partner Richard Gillis said, "The big-name car manufacturers are a big asset to the overall value of the series. It needs the credibility they bring." THE NATIONAL