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How to win new fans for a growing sport and rival racing championship
How to win new fans for a growing sport and rival racing championship
This has already been a huge summer of British sport, with more still to come. There’s the ongoing Women’s World Cup, for starters, with England among the contenders. There has already been Wimbledon, The Open has just finished and the Ashes’ fifth Test is now underway. But amid all this, there’s a world championship to be won right in the heart of London: the final races of season nine in Formula E, the all-electric motor racing series which culminates at the end of July. Ahead of a milestone campaign next year, the championship is still in growth mode, attracting fans and redefining itself in terms of on-track action, with alterations made across the board in terms of the racing on show, the coverage across the season and, importantly, the visibility in the lead-up to the showpiece event. This week, that means much of the capital city has been exposed to events and takeovers featuring electric cars, racing drivers and brands all associated with the teams and championships itself, raising awareness, interest and – hopefully – longer-term following of a credible, exciting championship. Achieving such awareness on a weekend where so much is happening elsewhere in sport – not least of all the Belgian Grand Prix in F1, the established powerhouse of motor racing – might not seem the easiest task, but FE has its own loyal following already and regularly sells out its races around the world. Back in January at the season opener, 40,000 packed into Mexico City’s famed Autodromo and, across Saturday 29 and Sunday 30 this weekend, the same number will visit ExCel London to watch the team and driver titles handed out – the latter quite possibly to a British driver on home soil, with Jake Dennis leading the standings. This year, Formula E has brought a brand new third-generation (Gen3) EV to the track, added another new city in Tokyo for next season and broken speed records on a consistent basis, while the profile of the 11 teams involved is impressive even to those with a casual knowledge of car manufacturers: they include Porsche, Maserati, Jaguar, NIO and Nissan, the latter of which staged a midweek takeover of Covent Garden, one of central London’s most well-known and busy locations. As Nissan’s driver Sacha Fenestraz told The Independent, the racing-specific alterations have made it a much more exciting affair for spectators, with the cars hitting speeds of up to 275km/h this season. “It’s a huge change. We’re up to 350kw [of energy], before it was 250 so you were quite limited. The championship is growing a lot, the car is more tricky to drive, it’s lighter and quicker and we have more power. It’s a big step forward in terms of racing which is a lot more interesting, a lot more fights on track. It’s been a great step to Gen3,” he said. In terms of his own year on-track, the Annecy-born rookie has been impressive in spells, particularly in qualifying, notching up his own milestones including his first points, pole position and top-five finishes. A decent showing in London could yet see him finish in the top ten for the campaign, though one of his drivers he’ll need to overtake to do so is his own Nissan teammate, Norman Nato. An enjoyable year overall comes down to two days and two races, while the impression left by one of the series’ biggest and boldest events has also left an impression. “It’s been a good season, up and down, we’ve been strong in qualifying and a couple of poles. It took me a bit of time to get used to energy management and racing strategy that is so different to normal combustion engines,” Fenestraz continued. “The race results have been a struggle but it’s the last race of the season and we’re looking forward to scoring points. “What’s been organised in central London is amazing, I was here as a reserve last year and it was like ‘wow’ - I was really surprised at the event. I wanted to be here racing and here I am. We’re enjoying it a lot and now it’s all about getting a good result.” In Covent Garden, fans had the chance not just to meet Fenestraz and take photos with a replica racecar, but also experience a few laps in a simulator and take each other on quite literally head-to-head on a racing game: a brainwave-powered headset which measures a person’s focus to produce on-track speed. Dismally - but perhaps not unexpectedly - after extracting a promise from a laughing Fenestraz to take his place at the ExCel on Saturday if this reporter could beat him, the French-Argentine won by almost a full lap. Mabye next year. Elsewhere, Formula E staged their own event on Carnaby Street, taking Dennis and fellow Brit Dan Ticktum to push the overarching message of sustainability, while Maserati and their partners hosted a panel on LGBTQ+ awareness and activisim. The entire week and weekend will see more of the same, with Formula E very much a sporting championship which pushes social improvement programmes away from the competition itself, be it climate, diversity or equality related. While the championship’s new CEO labels F1 “predictable” and “processional”, FE is showing itself as a far more exciting and changeable series. The finale weekend could show that again. And all the while, it continues to position itself as a bigger force for change too, from mobility electrification to social progress on multiple fronts. It’s a double hit of attractiveness to a younger, wider potential fanbase. Work yet remains to turn a growing series into a truly major one, but the interest and intent is certainly there if consistency can be maintained. And, just maybe, a British world champion celebrating on Sunday will help push that message a little wider. Read More How London provides ‘unique’ setting for Formula E’s enthralling finale Porsche extend Formula E deal - just in time for title fight finale British driver Jake Dennis closes in on Formula E world title with victory in Rome How London provides ‘unique’ setting for Formula E’s enthralling finale Porsche extend Formula E deal - just in time for title fight finale British driver Jake Dennis closes in on Formula E world title with victory in Rome
2023-07-27 20:58
Paris to bring back swimming in River Seine after 100 years
Paris to bring back swimming in River Seine after 100 years
Paris plans to make the Seine the centerpiece of the 2024 Olympic Games, with long-term efforts to clean up the river allowing swimming events to take place in its waters.
2023-07-26 16:27
At RAGBRAI, 'the ride will provide' is the mantra for thousands as they bike across Iowa
At RAGBRAI, 'the ride will provide' is the mantra for thousands as they bike across Iowa
Associated Press Sports Writer Dave Skretta is one of the thousands of bicyclists riding across Iowa in the annual RAGBRAI event
2023-07-26 05:50
Transgender swimmers to be included in the trial of an open category at competitions
Transgender swimmers to be included in the trial of an open category at competitions
The governing body of swimming says it will set up an “open category” that will include transgender competitors
2023-07-25 20:48
Rhodes: Holidaymaker criticises Tui for flying to fire-hit island
Rhodes: Holidaymaker criticises Tui for flying to fire-hit island
Matthew Guy and his family were taken straight from the airport to an evacuation centre.
2023-07-25 20:25
Adidas Sees Losses Narrowing After Selling Some Yeezy Shoes
Adidas Sees Losses Narrowing After Selling Some Yeezy Shoes
Adidas AG gained after forecasting a less dramatic loss this year following the first batch of sales of
2023-07-25 15:58
LVMH to Sponsor Paris Olympics in a First for Luxury Group
LVMH to Sponsor Paris Olympics in a First for Luxury Group
LVMH agreed to become a premium sponsor of the 2024 Summer Olympics in Paris in the first deal
2023-07-25 14:46
Wheat prices rise after Ukrainian Danube port hit
Wheat prices rise after Ukrainian Danube port hit
Wheat prices rose sharply Monday following a strike by a Russian drone on a Ukrainian port on the Danube river.
2023-07-24 23:47
UK homebuilders under pressure as lofty mortgages deter first-time buyers
UK homebuilders under pressure as lofty mortgages deter first-time buyers
By Aby Jose Koilparambil British homebuilders are building fewer homes, cutting down on land purchases and offering more
2023-07-24 21:57
TAG Heuer Sees Double-Digit Growth by Leaning Into Pricier Watches
TAG Heuer Sees Double-Digit Growth by Leaning Into Pricier Watches
On July 12, Swiss watchmaker TAG Heuer held a grand opening party for its new flagship on Fifth
2023-07-22 01:24
Argentina’s Neighbors Flood Borders for Cheap Ski, Shops, Steaks
Argentina’s Neighbors Flood Borders for Cheap Ski, Shops, Steaks
Travelers are flooding Argentina by air, land and sea from its neighboring countries to take advantage of a
2023-07-21 20:47
England mascot Dave the cat supporting Lionesses from his new home
England mascot Dave the cat supporting Lionesses from his new home
England’s unlikely World Cup mascot will be watching the Lionesses from his forever home as Dave the cat settles into his new surroundings. While football might not have come home from Qatar, stray cat Dave did after the friendly feline became a firm favourite of the squad as he roamed freely around England’s Al Wakrah training base. Manchester City duo John Stones and Kyle Walker were pictured with Dave on most evenings and the latter said the team would adopt the cat if Gareth Southgate’s men won the World Cup. Despite their quarter-final exit at the hands of France, Dave was still given the chance to travel to the UK and was eventually rehomed by the Football Association’s media operations manager Anna Bush and her family. “There was a discussion around wanting Dave to end up with a family with young children, so I put my hand up and volunteered and my children are absolutely delighted,” she told the PA news agency. “They’ve never had a pet before and what a first pet to have! They (the players) are aware and delighted. He’s got a new home and a family to look after him.” He left Al Wakrah in December, just two hours after the squad had departed for home, and headed to a veterinary clinic where he had blood tests and vaccinations. After being in quarantine for months he was welcomed by his new family, instantly taking to his surroundings and showing he picked up a keen eye for football after his stint as England’s top cat. While Dave lived the life of a stray during the men’s World Cup, he can watch the women attempt to follow up their Euros success from last summer in the comfort of his new home. The Bush family even have a way of making sure Dave – who now has his own Instagram page – is part of any success Down Under as he offers up his match predictions, with a little incentive to back Sarina Wiegman and her team. “He has settled in so well,” added Bush. “He loves the surrounding area and loves it in the sun – he is finding his feet and absolutely loves watching my two boys play football in the garden. “One of them actually coloured in both of the crests ahead of the Champions League and wanted Manchester City to win so he put a few treats down (on the City crest) and so Dave predicted that Man City were going to win the Champions League final and they did! “Now we have to start doing that for the Women’s World Cup I suppose – bring on England on Saturday.” Read More Charity boss speaks out over ‘traumatic’ encounter with royal aide Ukraine war’s heaviest fight rages in east - follow live Natalie Grinczer hopes to take advantage after late switch to Lifeplus-Wahoo Early starters battle overcast conditions as Tommy Fleetwood shares Open lead Football rumours: Harry Kane will not sign new Tottenham deal
2023-07-21 17:22
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