Formula E recruits ex-Tough Mudder CMO

15 Nov 2018

By: Sport Industry Group

The ABB FIA Formula E Championship has strengthened its senior management team with the addition of Jerome Hiquet as chief marketing officer.

Hiquet joins Formula E ahead of the fifth season of the fully electric street racing series, which gets underway in Saudi Arabia on the 15th December.

He joins having departed his role as CMO at Tough Mudder, where for the last four years he specialised in building brand awareness and helped the mass participation obstacle event to grow in the early phase of launching the concept.

Hiquet’s departure from Tough Mudder follows structural changes at the business as it seeks outside investment to secure its live event offering in a crowded US market. Earlier this month, plans were announced to split out the better-performing Tough Mudder bootcamp franchise business.

Commenting on his transition to the motorsport world, Hiquet said: "Having seen the series grow from the outside and monitoring its tremendous progress in recent years, I’m looking forward to contributing to this incredibly forward-thinking organisation and further developing fan engagement and consumer-orientated activities.

"As a lifestyle brand builder, I can relate to companies that disrupt the industry and the ABB FIA Formula E Championship is certainly doing that in a positive way - in the sports, event entertainment and mobility sectors.”

Since starting his career path at the Accor Group, Hiquet has since worked across Europe and America with Voyages-sncf.com and Club Med, influencing marketing campaigns and strategies to enhance promotion and customer experience.

It’s expected that Hiquet’s expertise across marketing, communications and media will help with Formula E’s continued focus on consumer-facing activities.

Alejandro Agag, Formula E founder and CEO, added: "The ABB FIA Formula E Championship continues to attract top talent across each aspect of the business - both on and off the track. Jerome has an abundance and array of experience - matched with equal levels of ambition to help drive the sport forward.”

News of Hiquet’s appointment follows this week’s announcement that Formula E has secured a landmark terrestrial broadcast rights deal in the UK with the BBC.

The new partnership with the British public broadcaster will see every race of the 2018/19 Formula E series screened live for the first time, via its website and TV red button platforms.

Photo: © Getty Images