Formula E recently received a significant boost in viewership in the UK, thanks to its appearance on the popular reality show, The Apprentice. The Apprentice is a highly popular program on the BBC, attracting millions of viewers each episode, particularly among young adults, who also happen to be a key demographic for Formula E. This presented Formula E with a unique opportunity to reach a much larger audience than its usual paywall-restricted coverage. However, the question remains whether Formula E was able to make the most of this opportunity and whether it will contribute to the growth of its audience.
For those unfamiliar with The Apprentice, it is a business-oriented reality show where teams of entrepreneurs compete against each other in various tasks, aiming to generate the highest profit or create the best product. Each week, one or more contestants are “fired” from the show in a rather inefficient manner. In this particular episode, the contestants were taken to Battersea Park, the location of Formula E’s first-ever London E-Prix, and were tasked with designing an identity for a new Formula E team. Their challenge included creating a brand, organizing a launch event, and attracting sponsors for their racing squad.
Formula E champion Jake Dennis and Jaguar team boss James Barclay made brief appearances in the episode, but their potential contribution was not fully utilized. It would have been beneficial to involve them as advisors or spokespersons for the teams. However, it seems that the show’s focus on showcasing candidates’ failures may have hindered their inclusion.
The teams quickly got to work, selecting their project managers, both of whom claimed to be motorsport fans. However, their performance throughout the episode raised doubts about their actual knowledge and passion for the sport. The liveries created by each team were questionable at best. One team attempted to highlight Formula E’s environmental credentials with a tree motif, reminiscent of a Force India livery. The other team centered its theme around the ocean, unrelated to Ocean Racing, in an effort to emphasize Formula E’s commitment to sustainability. Unfortunately, the execution of both themes fell short, with poorly designed logos and promotional videos that received negative feedback from the experts.
The episode revolved around the teams’ attempts to sell sponsorship space, which ultimately determined the winner and loser. Real-life Formula E sponsors Allianz and Tata Communications were present for the teams to pitch to, and within a short period, £12 million worth of sponsorship space was supposedly sold. While this aspect of the episode may have been unrealistic, it did contribute to creating a sense of excitement and resulted in a significant win for one of the teams.
From Formula E’s perspective, this appearance on The Apprentice was a worthwhile exercise as it did not harm the brand’s reputation. Instead, it showcased the contestants’ lack of knowledge and competence. Formula E took advantage of the opportunity by live-tweeting the episode and acknowledging the winning team’s leader. The show’s popularity also led to Formula E trending on social media, increasing its potential reach. However, the key question remains whether the curiosity generated by the show will translate into new fans actively seeking out Formula E and waiting for the next race in two weeks.
Unfortunately, the episode itself did not provide compelling reasons for viewers to become Formula E fans. It failed to highlight the sport’s best qualities, such as its unpredictability, close racing, and star drivers and manufacturers. The portrayal felt disconnected from the essence of Formula E. Due to the practicalities of filming The Apprentice and the limitations imposed by the BBC’s commercial-free rules, Formula E struggled to convey its true identity during its appearance. The absence of any footage of Formula E cars in action further contributed to this detachment. Ultimately, the episode was rather unremarkable, with only its unique topic setting it apart from the show’s usual format.
To be fair, Formula E cannot be held responsible for the episode’s shortcomings. Given The Apprentice’s larger influence and control over the challenge, Formula E had limited influence. Nonetheless, the series’ presence on such a high-profile platform undoubtedly increased its name recognition and served as a clever marketing move. However, it is unlikely to significantly expand Formula E’s audience, as the show failed to showcase the sport’s most captivating aspects.