Formula E has teamed up with Gigya to drive fan engagement. The partnership will help the series to understand the fans.

From on track to online, Formula E are always trying to encourage fan engagement. Now the series is trying to understand the fan base better, learning more about the people that keep up with the series to individualise everyone’s experience.

[pullquote align=”full” cite=”” link=”” color=”” class=”” size=””]“Our goal is to be the most forward-thinking digital innovators within any global sporting series,” said Head of Digital at Formula E, Tom Halls.[/pullquote]

“Effectively leveraging customer identity data is integral to our strategy, and we look forward to creating memorable and engaging experiences for our fans with Gigya’s platform.”

Gigya, a leader in customer identity management, will manage customer identities and personalise the experiences of visitors to the Formula E site.

Visitors will be able to self-identify using Gigya’s customisable Registration-as-a-Service and Social Login products.

Data from registration, logins, and on-site activities will be collected by Gigya and used to create a single customer view, personalising the experience. Of course, privacy will still be key.

“With its emphasis on electric vehicle R&D and clean energy, Formula E is already one of the most cutting-edge sports in the world,” said Richard Lack, Gigya’s EMEA Director of Sales. “We’re excited to partner with Formula E to bring that same level of innovation into the brand’s digital world, putting customer identity at the core of fan acquisition, engagement, and retention.”