SAP Welcomes Formula E Driver Gary Paffett as New SAP Ambassador

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Two-time DTM Champion Gary Paffett has become SAP’s latest 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.

The new partnership with the HWA RACELAB driver amplifies SAP’s engagement in Formula E and sees the British driver proudly sporting SAP branding on his race suit and helmet.

“I am very proud to be working alongside SAP as I embark on a new era in my career,” says Paffett. “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.”

After an incredibly successful 15-year association with Mercedes-AMG in the DTM, Paffett 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 Paffett 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 Paffett’s maiden campaign in the series, alongside its newest team, HWA RACELAB.

“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.”

The partnership with Gary Paffett is SAP’s second engagement in Formula E. Learn more at the Global Sponsorships area of

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