Formula E's Alejandro Agag on building a global brand

From an idea on the back of a napkin in 2011 to one of the fastest growing sports in the world, the Formula E story is one of risk-taking, set backs and extraordinary success. We speak to its founder Alejandro Agag about:

 

  • Getting momentum back after the pandemic
  • Secrets of a successful marketing campaign
  • How Formula E's innovating commercial electric vehicles
  • Why it's "compatible" not "competitive" with Formula 1
  • Gigamine and battery recycling 
  • How the end of the combustion engine will promote electric racing


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