Brand Insights

DS Automobiles sponsors Ocean Formula E broadcast coverage

This is the first time Ocean has been integrated in an all-screen broadcast sponsorship deal

Published

April 15, 2019

DOOH In a multi-screen outdoor and TV broadcast deal brokered by Mediacom and the Infinitum Entertainment Group, DS Automobiles, a premium brand of Groupe PSA, becomes the commercial sponsor of Ocean’s exclusive coverage of the ABB FIA Formula E Championship for the season that concludes with a double-header finale in New York.

Infinitum director Ago Di Falco said: “It’s an innovative marketing partnership bringing together DS, Mediacom, Formula E and many other parties, resulting in an integrated campaign that hangs together across many platforms.”

Under the deal, DS Automobiles also sponsors live TV coverage and highlights on BT Sport ESPN and Quest. Formula E is also carried by BBC Sport.

Ocean head of content and sponsorship Kevin Henry said: “This is the first time Ocean has been integrated in an all-screen broadcast sponsorship deal. It will see up-to-the-minute highlights of the next seven races, unfolding across Ocean screens in England and Scotland, and exclusively branded by DS Automobiles.”

Coverage on 14 Ocean screens in nine UK cities continued on the weekend with spectacular coverage of the first European race which took place in the streets of Rome on April 13.

Eleven teams and 22 drivers are competing in the 2019, Formula E Season 5.

Last November, Ocean became an official media partner of the ABB FIA Formula E Championship, in an exclusive out of home partnership.

DS Automobiles participates in the ABB FIA Formula E Championship as DS Techeetah, racing the DS E-TENSE FE19. The team won the 2017/2018 Drivers’ Championship title with Jean-Éric Vergne and together with André Lotterer, the team secured second place in the Teams’ Championship in the 2017/2018 season of Formula E.

The other teams competing in Formula E are Audi Sport, Envision/Virgin Racing, Dragon, Panasonic Jaguar Racing, Mahindra Racing, BMW Andretti, Nio, HWA, Nissan and Venturi.

Mark Blundell, UK marketing director at DS Automobiles, commented “We’re proud of our long-standing involvement in Formula E where we joined in season 2 as the first premium brand involved. Since then, we’ve enjoyed regular successes and been an annual podium-finisher in this exciting city-located sport. Our involvement has accelerated the development of our electrified road cars, that we also brand E-TENSE. With all models in our new range offering electrified versions in 2019, DS is superbly positioned to bring its savoir faire and advanced technology on track to benefit the performance of our customers.”

The Formula E circuit moves to Paris on April 27, then Monaco (May 11), Berlin (May 25) and Bern (June 22), ending with a dramatic double race finale in New York on July 13 and 14 when the all-important championship title will be decided.