Purpose

The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.

Design/methodology/approach

Drawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.

Findings

Findings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.

Originality/value

Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.

中文翻译：

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企业绿色影响：Formula E赛车运动中赞助激活的案例研究

目的

本文的目的是演示公司如何激活对电动方程式（电动）锦标赛的赞助，以影响消费者对其可持续发展企业的看法。

设计/方法/方法

本文借鉴了2017-2019赛季Formula E赛事冠名赞助商的促销成果（YouTube斑点，社交媒体发布和可持续发展报告）的原始组合，对这些赞助商如何解决传统赛车运动图像之间的价值冲突进行了定性分析和环保主义来实现“叙事的真实性”。

发现

调查结果表明，赞助商没有直接解决这一冲突。相反，冲突本身被重新界定为发起人为改善环境所做的工作，而不是他们不做的问题。其次，行动的时间框架被重新定义，这意味着未来才是最重要的，而不是今天的情况或联合国2030年可持续发展目标之类的既定目标。

创意/价值

如果公司改进了跨平台协同作用的使用来传达叙事的真实性，那么通过公式E激活赞助商作为产生绿色品牌资产的方式就会变得更加可信。对于运动赞助的定性研究人员而言，研究结果加强了对品牌作为“文化叙述者”的理解。