Exclusive interview with Formula E CEO Jeff Dodds: "Germany is an incredibly important market for us"

Formula E regularly issues press releases in which the racing series reports on its global growth. The German TV channel DF1 was also able to increase its viewing figures by almost 43 per cent in the past season. Nevertheless, Formula E remains a niche product in Germany with around 37,000 TV viewers on average and usually less than 0.5 per cent market share. However, the racing series wants to change this in the future.

"Germany probably has the most complex history of Formula E", describes Formula E CEO Jeff Dodds in an exclusive interview with e-Formula.news. "First of all, we also had three German teams back in the earlier stages which obviously came out of the championship a number of years ago. We had Mercedes, we had Audi, we had BMW. So I think we've gone from being incredibly strong with many close connections in Germany to less of them now with those three manufacturer changes."

As a result, TV viewers' interest in the series dwindled noticeably in Germany. Nio, Mahindra and even Maserati attracted fewer people to the TV screen than the three German manufacturers, with the result that ProSieben pulled the plug after three seasons shortly before the start of the 2024 season and cancelled Formula E broadcasts. Although a new broadcaster was found in DF1, the reach is still well below ProSieben's figures despite growth.

"ProSieben actually went through a change of leadership at and it was their choice not to continue with the contract," Dodds continues. "So saying that, we have a very good relationship with them. We also talk regularly to RTL, we have DF1, we have DAZN, we have Red Bull Media House and various other partners. But we're actually aware that this is a market that is important to us and we need to grow in."

"We need to invest to grow here"

But for Dodds, the issue of media presence in Germany also goes beyond the TV sector: "We've also got an editorial partnership with Bild. We need to invest to grow in this market. Potentially bringing in more German drivers, more German teams and looking at our portfolio of German media."

"So I suspect you'll hear some announcements over the coming months that will show and demonstrate our commitment to the market even more," he announces. "This is an incredibly important market for us so we don't take it lightly."

It has not yet been officially confirmed whether Formula E will continue to be broadcast on DF1 in Germany next season. We will know at the latest on 6 December: That's when the racing series kicks off its twelfth season with the Sao Paulo E-Prix.