Porsche agree major TDK tech deal as Tag Heuer steps back as title sponsor

The Porsche Formula E team has agreed a major sponsorship deal with global technology company TDK ahead of the 2025/26 season.

Confirmed:

• TDK signs on as the German marque’s official technology partner in Formula E
• Tag Heuer opts for a reduced presence on next season’s car as it downgrades title partnership

Context:

After announcing that it will exit the World Endurance Championship (WEC) at the end of the season, Formula E is now the only global motorsport series in which Porsche competes. Even though it is downgrading its partnership with the team, Tag Heuer still sees value in remaining as a global partner moving forward.

Also, securing the services of TDK can be considered a coup for both Porsche and Formula E. TDK had been without a home after McLaren decided to leave the series at the end of last season, so opting to remain within the all-electric series in partnership with another team is a strong vote of confidence – especially from a major global technology brand.

Porsche’s release announcing the news also confirmed that a swathe of partners will remain with the team next season. Mobil 1, Loctite, Puma, NetApp and Cato Networks will all continue into the 2025/26 season, while existing partner Ansys is now known as Synopsys.

Comment:

“Merci, Tag Heuer! After six seasons together in Formula E, Porsche is at the forefront of electric motorsport. Such success is only possible with partners who share the same values,” said Thomas Laudenbach, vice president of Porsche Motorsport.

“In our case, these are primarily a passion for motorsport and technical innovation. What makes our partnership in Formula E special, however, is that both brands are characterised by a predominantly mechanical tradition, yet we have prevailed in arguably the most digital racing series in the world.”

He added: “My thanks go not only to Tag Heuer but all our existing partners. Our successes are a team effort in every respect – and in this spirit, I warmly welcome TDK.”

Coming next:

The upcoming Formula E season, which is the last before the introduction of the new Gen4 cars, will get underway in São Paulo, Brazil, on 6th December.

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