In this week’s episode of the popular BBC business competition, The Apprentice, FIA Formula E took center stage. The remaining candidates were split into two teams and given the task by Lord Sugar to create their own Formula E teams. Each team had to come up with a unique name, color scheme, business strategy, and branding approach. The episode featured special appearances from reigning Drivers’ Champion Jake Dennis and Jaguar Team Principal, James Barclay.
Led by project manager Tre Lowe, the Nexus team 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 forestry theme, aligning 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 offers. Supream, unfortunately, could only secure £21.5 million. However, both teams shattered the show’s previous sponsorship record of £1.2 million. The episode was also live-posted on X by the official Formula E account, further increasing its reach.
While some of the contestants’ decisions may have raised doubts about their understanding of the brand, there is no denying the exposure Formula E received from being featured on a prime-time BBC slot. With the show attracting a whole new audience, there is hope that these new viewers will continue to follow the series when it arrives in Sao Paulo in two weeks’ time.