ABSTRACT
Motorsport rarely offers a model of sustainability. Economically it is expensive, socially it is often exclusive and privileges the elite, while politically it is most often used as a symbolic tool for ambitious nations and corporations to self-brand and self-promote. Motorsport’s environmental reputation is also problematic: burning fossil fuels, leaving large global carbon footprints and the wanton waste of resources including its impacts on green spaces and locations. Enter Formula E. Created in 2014, Formula E is a global motor-racing series that promotes sustainable forms of mobility through electronic car-racing. Formula E proclaims to provide the unique fusion of entertainment, sustainability, technology and innovation. Despite increasing attempts to provide more ‘green’, ecology-friendly and environmentally sustainable events, most major sports events have been critiqued for non-realistic environmental measures. From a marketing perspective, Formula E offers the host cities opportunities to self-brand by having technologically ‘green’ cars racing around iconic cityscapes. In turn, this has potential longer-term benefits for tourism via its global media images evoking notions of destination marketing.
