The Envision Racing Formula E car carrying Teijin branding on its front wing

Teijin & Envision Racing: sponsorship strategy and renewal

Reviewing Teijin’s Formula E partnership and the wider motorsport landscape to inform renewal, strengthen its rights package and focus activation on business priorities.

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Client: Teijin, Japanese materials company
Partnership: Envision Racing, Formula E, since 2020
Delivered: Q1 2022
Services: Sponsorship strategy, motorsport evaluation and activation strategy

Case study · Sponsorship strategy

Overview

Ahead of renewing its Envision Racing partnership, Teijin wanted an independent assessment of whether its sponsorship rights and activation plans reflected the changing needs of its business.

We began by examining the priorities of seven business units across North America, Europe and Asia. This established a clear picture of the challenges and ambitions the partnership needed to address.

We then evaluated opportunities across Formula 1, Formula E, the World Endurance Championship and the World Rally Championship, assessing how different rights holders could support those objectives.

Teijin used our recommendations to renegotiate an enhanced asset package with Envision Racing. We developed an activation strategy to support the renewed partnership, connecting the additional rights to the audiences and business priorities that mattered most.

The Envision Racing Formula E car at the front of the grid under the floodlights — Teijin × Envision Racing, Formula E, 2022.

What we delivered

Partnership review
We assessed the existing contract and activation plans, identifying gaps and opportunities ahead of renewal.
Business discovery
We examined the priorities of seven business units across North America, Europe and Asia to understand what each needed from the partnership.
Sponsorship strategy
We defined a shared direction for the sponsorship, aligned with Teijin’s evolving structure and business objectives.
Motorsport evaluation
We compared rights holders across Formula 1, Formula E, the World Endurance Championship and the World Rally Championship against Teijin’s requirements.
Renewal recommendations
We identified the rights and assets to prioritise, giving Teijin a clear basis for negotiating an enhanced partnership package.
Activation planning
We developed a plan to put the renewed rights package to work across Teijin’s audiences, markets and business units.