Payment services company Visa has enhanced its partnership with Formula E by teaming up with the electric car-racing series’ esports initiative, Formula E Gaming.
The length of the partnership, which names Visa the title sponsor of the initiative, was not disclosed.
Formula E Gaming comprises three series. The Race Off series pits two Formula E drivers against members of the public; the Race Off Pro series features top gamers competing against one another for the chance to race at the championship finale in London, England in July; and the eRace features nine Formula E drivers and one member of the public racing against each other in simulators in the eVillage fan area ahead of each ePrix.
“This fits with our strategy to engage a digital savvy audience with the Formula E platform,” Gary Twelvetree, executive director of brand and central marketing at Visa Europe, said.
Visa Europe is currently the official payment partner of Formula E, a position it will hold until the end of the 2017-18 season. The company has been a sponsor of the series since its inaugural 2014-15 season.