Cover Feature
with us in terms of the commercial aspects of the event and
width requirements.”
they bring a great deal of knowledge as to how to run major
Visitors will also be given access to the Allianz EVillage,
events at the venue.”
a new B2C exhibition showcasing electric cars and other
Brits also have another strong reason to support the event
sustainable products, ensuring there remains a strong
because the championship has five British drivers, more than
emphasis on sustainability.
any other nation. Alexander Sims
Norman explains that despite
(BMW/Andretti Motorsport), Sam
the hospitality being hosted
Bird (Envision Virgin Racing),
by Formula E, every step is
Oliver Rowland (Nissan/e.dams),
being taken to ensure the wider
RACES TAKE
Oliver Turvey (NIO333 FE Team)
community are involved in the
and James Calado (Panasonic
spectacle. He adds: “Plans are
PLACE IN
Jaguar Racing) will all fight around
in motion to get as many of our
ExCeL London to get bragging
customers and stakeholders
THESE CITIES:
rights in their home capital.
involved in the event as possible,
Alexander Sims is the current
from local school children to the
championship leader and is a leader
CEOs of major events companies.
for sustainability, having previously
We want this to be a hugely
Sanya
built his own sustainable home and
unique celebration for the events
partnering with many sustainable
industry.”
brands.
“The event has sold incredibly
McCrudden said that the event
well since tickets were launched
event
can grow substantially
and we are working closely
Diriyah
at ExCeL: “Commercially, it
with Formula E to incorporate
can certainly increase. We’re
additional grandstands outside to
Rome
blueprinting it this year and
accommodate
making sure we can get it on the
the unprecedented demand
ground properly, and the ticket
for tickets and ensure as many
sales have been fantastic, and that’s
spectators as possible can
Marrakesh
been really encouraging.”
witness the ABB FIA Formula
“So, we can take the next
E Championship on its London
four years to really develop the
return.”
Santiago
customer experience, the spectator
Oli McCrudden, senior event
benefits, we can develop the show
manager for the London E-Prix,
we put on around the race, we can
explains that ExCeL London
do novel things that have never
was one of many venues they
Seoul
been seen before in motorsport,
considered for the event: “Excel
and it can really increase
London was chosen after an
commercially, and as a product
extensive study of 14 locations
on the English sporting calendar,
across London ranging from
London
it can become something really
airfields to St James’s Park, and we
very special, so we’re really very
looked at a number of criteria that
excited.”
would make it suitable for a race.”
The event will also see the world’s
“We actually had the design in
first professional partially indoor
season two of the championship,
racetrack and the Federation
but we couldn’t quite get people to
Internationale Automobile (FIA),
understand how a track would go
the regulatory organisation behind
through a venue. The result of the
professional racing, is expected to
study was that ExCeL London was
Berlin
Jakarta
have a strong hand in ensuring the
a willing partner, they were keen to
event is held safely.
explore how we could do this event
together, they worked very well
20 — February