The teams competing in the first season of the Extreme E have received quick rewards from the great diffusion and visualization of the first two X Prix in Saudi Arabia and Senegal.
One of the squads is Veloce Racing, whose CEO, Daniel Bailey, said that the focus on protecting the environment has been a key hook in attracting sponsors to the event.
“It’s a really nice amplification of the Veloce brand,” Bailey noted in an interview. He revealed that when the electric SUV series project was unveiled in 2019, e-sports brand Veloce didn’t think twice about joining.
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He underscored that Extreme E and its vision “take advantage of global macroeconomic trends that the world needs to address.
“It uses sport and entertainment as an innovative and inclusive platform to encourage people to amend their way of life, live a more sustainable life and encourage corporations to come together and make positive changes.
“When we see the importance of sport, 24 of the 25 most watched programs in history have been related to sport. It is imperative that we use it as a positive and inclusive atmosphere to foster change.”
Alliances that drive the team
The Extreme E’s focus on sustainability has also enabled Veloce to create unique collaborations with business partners. So far, the team has forged partnerships with clothing company Regatta and Dutch watchmaker TW Steel, ensuring that these relationships reflect the eco-friendly values of the series and the team.
“The beauty of Extreme E is that you can create unique narratives with your sponsors.
We have really woven important partnerships to start the sustainability narrative and create unique aspects of our partnerships
Daniel Bailey, Veloce Racing CEO
He detailed that with Regatta they launched a completely new clothing range under the Veloce approach, which is made from 100% recycled plastic bottles. In addition, with TW Steel they released Veloce TW Steel watches. For every watch sold, the team promised to remove plastic from the ocean.
As an electronic games company that has been in vogue in recent years, Veloce is able to offer its business partners distinctive advertising opportunities by giving them access to its large esports audience.
Image: Extreme E
Sponsors can expect to benefit from exposure to Veloce’s 20 million subscribers and the company’s 230 million monthly visits on its digital platforms.
“We can use our channels as a very targeted and direct advertising opportunity for any brand that joins the Extreme E team,” said Bailey. “We have already seen in the figures the 18.7 million of the first race, it is already a very important marketing platform in itself.”
Outside of the projects Extreme E is working on, Veloce has been taking on its own sustainability chores. The team became the first in the series to subscribe to the Sports for Climate Action initiative of the United Nations Framework Convention on Climate Change, and pledged to educate and work to combat environmental damage.
Written by I Jhonattan González
