In this week’s episode of the popular BBC business program, The Apprentice, the FIA Formula E was featured. The remaining candidates were divided into two teams and given the task by Lord Sugar to create their own Formula E teams. Each team had to create a unique name, color scheme, business strategy, and brand approach. The episode featured special appearances by the current champion driver, Jake Dennis, and the Team Principal of Jaguar, James Barclay.
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Under the leadership of project manager Tre Lowe, Team Nexus 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 forest theme, aligned 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 deals. Unfortunately, Team Supream only managed to secure £21.5 million. However, both teams surpassed the program’s previous sponsorship record of £1.2 million. The episode was also livestreamed on X through the official Formula E account, further increasing its reach.
Although some decisions made by the participants may have raised doubts about their understanding of the brand, there is no denying the exposure that Formula E received by being featured in prime time on the BBC. With the program attracting a new audience, there is hope that these new viewers will continue to follow the series when it arrives in São Paulo in two weeks.
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