Kiro Race Co partners with Cupra ahead of 2024/25 Formula E season

Formula E’s Kiro Race Co has announced a multi-year manufacturer partnership with Cupra ahead of the 2024/25 season.

Confirmed:

• The team will be known as Cupra Kiro from this upcoming season
• Meanwhile, Formula E renews partnership with Hackett London, which will continue to supply uniforms and other garments to series staff under its Hackett Sport brand

Context:

Fresh after departing the Abt team following its takeover by the Lola Yamaha entry, Cupra has found another home with the team recently acquired by Forest Road. This represents some much-needed manufacturer backing for the new team, especially from a visibility and commercial point of view.

This will also be the team’s fourth name in just three seasons, following Nio 333, ERT and the short-lived Kiro Race Co.

Hackett London only launched its sport brand in 2023 and this represents the second year of its collaboration with Formula E.

Comment:

Jeremy Tarica, managing director of Forest Road, said: “Welcoming Cupra, a disruptive automotive brand, as our co-title partner as part of a multi-year collaboration represents an incredible milestone for Kiro, especially at such an early stage in our Formula E journey.

“Our partnership starts in motorsport, but it extends far beyond it – it’s united by a shared belief in the desire to challenge the status quo by disrupting and leading change in our respective fields.

“We will start our new chapter together as Cupra Kiro at this weekend’s São Paulo E-Prix, and I can’t begin to express my excitement on behalf of The Forest Road Company.”

Coming next:

These latest developments come ahead of the start of the 2024/25 Formula E season, which gets underway this weekend in Sao Paulo from 6th to 8th December.

Go deeper:

• Inside the ERT Formula E team’s search for fresh investment
• 2024 Formula E season review: F1 comparisons, ownership changes and foundations for the future