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General:
SAP announces Partnership with DTM Champion Gary Paffett for debut Formula E season

Posted 25th January 2019

Two-time DTM Champion, Gary Paffett, has become SAP’s newest brand ambassador as he continues to take on the latest challenge in his distinguished racing career - Season 5 of the ABB FIA Formula E Championship. Both global leaders in their own game, the new partnership with the HWA RACELAB driver strengthens SAP’s relationship with elite-level motorsport and sees the British driver proudly sporting SAP branding on his race suit and helmet.

After an incredibly successful fifteen-year association with Mercedes-AMG in the DTM, Gary enjoyed the perfect farewell at the end of 2018 as he delivered a spectacular campaign to claim his second Drivers’ Championship. In doing so, the British talent helped the Mercedes-AMG DTM team to complete a clean sweep of driver, team and manufacturer titles in what was also their final year in the series.

Maintaining his long association with HWA AG, this year has seen Gary make the move back into single-seaters as he is charged with taking on the world’s premier electric street racing series, the ABB FIA Formula E Championship. This season marks Gary’s maiden campaign in the series, alongside its newest team, HWA RACELAB.

Charged with a new set of demands and challenges, Gary has teamed up with SAP, a market leader in data and analytics, to help deliver every success possible both on and off the track.

“I am very proud to be working alongside SAP as I embark on a new era in my career. As a platform, the ABB FIA Formula E Championship is incredibly impressive as shown by the number of drivers and manufacturers that are now involved. There is a lot to learn when you move into any new series but I’m lucky to be surrounded by a great team and SAP’s support will only add to that.”

“SAP is excited to welcome Gary Paffett as a brand ambassador,” says Lars Lamadé, head of sponsorships for Europe and Asia at SAP. “Gary is an incredible driver, and he is exactly the kind of partner that we look for both on and off the track. His pure talent and expert knowledge combined with SAP’s experience in sports partnerships, delivers the combination for success and the perfect formula for an amazing collaboration.”