In this week’s episode of the popular BBC business program, The Apprentice, the FIA Formula E was featured. The remaining candidates were divided into two teams and given the task by Lord Sugar to create their own Formula E teams. Each team had to create a unique name, color scheme, business strategy, and brand approach. The episode featured special appearances by the current champion driver, Jake Dennis, and the Team Principal of Jaguar, James Barclay.
Under the leadership of project manager Tre Lowe, Team Nexus developed an ocean-themed concept, using various shades of blue to represent the vastness of the ocean. On the other hand, Team Supream, led by Virdi Singh Mazari, chose a green and orange forest theme, aligned with the series’ commitment to sustainability.
In the end, it was Tre and his team who emerged victorious, securing an impressive £38.7 million in sponsorship deals. Unfortunately, Team Supream only managed to secure £21.5 million. However, both teams surpassed the program’s previous sponsorship record of £1.2 million. The episode was also livestreamed on X through the official Formula E account, further increasing its reach.
Although some decisions made by the participants may have raised doubts about their understanding of the brand, there is no denying the exposure that Formula E received by being featured in prime time on the BBC. With the program attracting a new audience, there is hope that these new viewers will continue to follow the series when it arrives in São Paulo in two weeks.
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