Vestas appoints ATPI Sports Events as activation partner for Formula E sponsorship

“We are now even more motivated to take our partnership to the next level and make the 2021 season a huge success”

Press Release – Published January 26th, 2021

World-leading travel and events business, ATPI Sports Events, will support renewable energy solutions provider Vestas during the upcoming Formula E racing season.
ATPI Sports Events will facilitate hospitality management, programme design and guest communications for Vestas during the 2021 season of the ABB FIA Formula E Championship.

Extending the current agreement between the two organisations, ATPI Sports Events will further activate the sponsorship across different target groups for Vestas, including their commercial stakeholders and employees.

John Bergmann, Commercial Head of Corporate and Sports Events at ATPI commented:

“2020 was a very challenging year, with the season temporarily halted due to Covid-19 in mid-March. August saw the season continue with six races in nine days at the Tempelhof Airport Street Circuit in Berlin.

The 2020 season required a great deal of communication, creativity and flexibility from both teams, strengthening the trust and relationship between Vestas and ATPI.

We are now even more motivated to take our partnership to the next level and make the 2021 season a huge success with our sponsor activation and hospitality programmes.”

Magnus Bach, Vice President Global Marketing, Brand & Channels at Vestas adds:

“In our partnership with the Mercedes-Benz EQ Formula E Team, the hospitality programme – targeting our commercial stakeholders and employees alike – is the backbone of our engagement. It’s of critical importance for us that it delivers on objectives every time we execute.

With that in mind, it’s only natural that we drive this project with our trusted partner, ATPI. Having worked closely together in the 2017-18 Volvo Ocean Race, we are excited about continuing our collaboration together, whilst drawing on their vast experience and expertise in large international events.”


For more information, please contact Kevin Perrin.