Formula E – Case Studies

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For the MSc in Sports Business Management students

As part of their curriculum, the MSc in Sports Business Management students welcomed Martin Manecy, Senior Adviser at Formula E, the ABB FIA Formula E World Championship.

With over 15+ years of experience, Martin worked as Senior Event Manager at Formula E for almost nine years and as Business Development Manager for more than five years at Lagardère Sports and Sports Market.

During his master class, Martin delivered a presentation on the motorsport industry and the electrification of the championships to promote electric mobility. He gave the students an overview of the motorsport ecosystem with a focus on Formula E’s history and sustainability strategy. Then, he presented the two case studies on the Monaco E-Prix ticketing promotional campaign and the TV audience increase, two subjects they will have to work on.

Here are the two topics:

  • Topic 1

Context: “L’équipe channel” is the French territory’s free TV that airs broadcasts the ABB FIA Formula E World Championship for the 2nd consecutive year.

Challenges: Formula E seeks to increase its brand awareness among the public in the Monaco and Cote d’Azur area and widely among the French territory.

What recommendations would you suggest to increase the live broadcast audience of the Monaco E-Prix on “L’équipe channel” TV? 

To help them, students had a class with Professor Cobos (+15 years of experience in Marketing, Advertising, Sports & Entertainment industries.) to work on the final presentations. They also attended the Formula E race in Monaco to better understand the challenges and opportunities of such competition.

  • Topic 2

Context: Formula E has been racing in Monaco bi-annually since 2015. Racing on a specific circuit is shorter than the entire circuit. In 2021, Formula E raced on the whole circuit of Monaco for the first time. From 2022 onwards, Formula E will be racing annually on the full circuit.

Challenge: In 2022, Formula E is racing on the entire circuit of Monaco for the second time. In 2022, the Monaco E-Prix is four weeks before the Formula 1 Monaco Grand Prix and two weeks before the Monaco Historic Grand Prix. 

What would be your recommendations to increase ticket sales with the ambition to achieve full attendance in grandstands?

Students should provide more in-depth and thoughtful analysis and recommendations with accurate and usable solutions for the future.

To help them, students worked 20 hours with Professor Desbordes, a university professor and lecturer at numerous universities in France with extensive experience in sports marketing. He advised them to prepare presentations that will build on the real-life experience they will gain during the Historic Grand Prix and Grand Prix F1 events.

The final presentations will be scheduled for June 2022.

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Updated 24 May 2022