Future growth of Formula E: reinforcing spectators' sensory experience through sonic branding

Formula E, an international electric car racing event launched in 2014, has attempted to differentiate its event identity from other motor races as an eco-friendly motorsport event, attracting new, young, and tech-savvy audiences worldwide. However, because electric race cars are powered by electric motors connected to a rechargeable battery pack, electric vehicles are quieter than diesel- or petrol-powered cars. For this reason, existing motorsport fans miss the sounds from an internal combustion engine. The engine sound is a critical element of the sensory experience for spectators in motorsport. To address this issue, there are current trends of integrating engine sounds through digital technologies and providing consumers with a better sonic experience. The branding process of sounds is often referred to as sonic branding. In this chapter, the author suggests the importance of sonic branding in FE's digital marketing initiatives to build a larger fanbase, maximize fans' sonic experience and help develop event identity via sonic branding of the sounds of racing cars.