What TECHEETAH Formula E Team does

DS TECHEETAH is a privately-held Formula E racing team competing in the ABB FIA Formula E World Championship with the DS E-TENSE FE21, a 100% electric single-seater developed by DS Performance (the motorsport division of DS Automobiles). The car delivers 250 kW (338 hp) from a 52 kWh battery with a 900V power supply, 230 km/h top speed, and 0-100 km/h in 2.8 seconds, optimized for the series' urban street circuits across approximately 10 cities and 5 continents including Diriyah, Rome, Monaco, New York, London, and Berlin. The team is the registered entity SECA Sports Europe Limited (England and Wales), wholly owned by Shanghai-based sports marketing company SECA (Shanghai) Limited, which is backed by China Media Capital (CMC) Holdings and NBA Hall of Famer Yao Ming.

The team operates under a multi-year technical and commercial partnership with DS Automobiles, alongside a portfolio of secondary commercial partners (Yahoo, Total Energies, MAHLE, BenQ, Rakuten Viber, TengTools, Li-Cycle, WaveTech, Efacec, IQONIQ). Revenue is generated through OEM and sponsor partnerships, championship prize money, direct-to-consumer merchandise sales via the online store, and digital fan engagement through the FanBoost voting platform and Virtual Garage Tour experience. The team holds the record for the most successful team in Formula E history with three consecutive Drivers' Championships (2018, 2019, 2020) and two consecutive Teams' Championships (2018/19, 2019/20), finishing third in the inaugural 2021 ABB FIA Formula E World Championship.

The team's senior leadership combines motorsport pedigree (Team Principal Mark Preston, 15 years of F1 experience; DS Performance Director Thomas Chevaucher, 17 years in motorsport engineering) with commercial and China-market expertise (Chairman Sheng Li, formerly GM of Visa China; President Edmund Chu; Managing Director Ivan Yim, 25 years across Disney, Visa, and IBA). The organization is structured to serve as both a competitive racing entity and a B2B marketing platform for EV-related commercial partners, particularly those seeking entry into Asia Pacific markets.

Name

TECHEETAH Formula E Team

Legal name

SECA Sports Europe Limited

Website

https://dstecheetah.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

DS TECHEETAH is a Chinese-owned Formula E racing team competing in the ABB FIA Formula E World Championship with the DS E-TENSE FE21 electric race car, owned by SECA (Shanghai) Limited and partnered with DS Automobiles as manufacturer. The team serves motorsport fans globally while operating as a sponsorship and EV-ecosystem marketing platform for corporate partners.

Ownership category

akta.pro rank

Product category

Motorsports / Formula E Racing

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

akta.pro secondary industry

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)

Keywords

• Formula E racing
• Electric racing team
• Motorsport sponsorship
• Racing merchandise
• Fan engagement platform

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Racing Competition and Sponsorship: DS TECHEETAH generates revenue through Formula E championship competition, attracting sponsors and partners who pay for branding, visibility, and association with the electric racing series. The team earns prize money based on championship standings.
2. Merchandise Sales: Online merchandise store selling DS TECHEETAH branded products including apparel, accessories, and memorabilia to fans worldwide.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

DS TECHEETAH operates a competitive Formula E racing team that competes in the ABB FIA Formula E World Championship using the DS E-TENSE FE21 all-electric single-seater race car. The team monetizes its race participation through corporate sponsorships, partnership branding, prize money, and direct-to-consumer merchandise sales, while engaging fans through the FanBoost voting platform and the Virtual Garage Tour digital experience.

Product overview

DS TECHEETAH is a Formula E racing team competing in the ABB FIA Formula E World Championship. The team operates primarily through its racing operations with the DS E-TENSE FE21 electric race car, supported by fan engagement platforms including FanBoost (fan voting system) and the Virtual Garage Tour (immersive digital experience). The team also maintains an official merchandise store. Owned by SECA Sports Europe Limited and partnered with DS Automobiles, the team has won multiple championships including 3x Drivers Championships and 2x Teams Championships, finishing 3rd in the inaugural ABB FIA Formula E World Championship in 2021.

Differentiator

Problem solved

Functional benefit

Products and services

• Formula E Championship Participation Participation in the ABB FIA Formula E World Championship, the first single-seater all-electric street racing series, competing against 10 teams and 20 drivers across multiple global city circuits. Sold to corporate sponsors and partners as a multi-year brand association and technology showcase opportunity.
• DS TECHEETAH Merchandise Store Direct-to-consumer e-commerce store at store.dstecheetah.com selling official DS TECHEETAH branded apparel, accessories and memorabilia to motorsport and Formula E fans worldwide, with standard online retail pricing.
• Corporate Sponsorship and Partnership Program Multi-year corporate sponsorship and partnership offerings providing global brand visibility across Formula E's 10-city race calendar, technology showcase opportunities, and association with a championship-winning electric racing team for partners in mobility, energy, technology and consumer sectors.

Quantifiable outcome

• 3x Drivers' Championships (2018, 2019, 2020)
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Li-CyclecoreStrategic or Co-development Partner · 1 December 2021Multi-year partnership announced December 2021 with Li-Cycle Holdings Corp. (NYSE: LICY), a global leader in EV battery recycling industry. Li-Cycle focuses on lithium-ion battery resource recovery and recycling.
• DS AutomobilescoreStrategic or Co-development PartnerDS Automobiles is the vehicle manufacturer partner for DS TECHEETAH. The partnership, established in 2018, has produced back-to-back championship titles. DS Performance develops the electric racing technology.
• SECA (Shanghai) LimitedcoreOthersSECA is the Chinese sports marketing and management company that owns DS TECHEETAH Formula E Team. Headquartered in Shanghai, SECA specializes in sports representation and event management.
• YahoominorGTM or Marketing PartnerPartner logo displayed on DS TECHEETAH website, indicating marketing/partnership relationship.
• Total EnergiesminorGTM or Marketing PartnerGlobal integrated energy producer and supplier, partner logo displayed on team website.
• Rakuten ViberminorGTM or Marketing PartnerCommunication platform partner, DS TECHEETAH maintains community on Viber for fan engagement and contests.
• Big Cat SanctuaryminorGTM or Marketing PartnerJean-Éric Vergne is ambassador for The Big Cat Sanctuary, partnership announced December 2021.
• 盛力世家 (SECA)coreOthersLeading Chinese sports marketing company specializing in sports entertainment consulting, athlete representation, event management and sports PR. Co-invested in Formula E with CMC Capital.
• BenQminorGTM or Marketing PartnerPartner logo displayed on DS TECHEETAH website.
• IQONIQminorGTM or Marketing PartnerSports fan engagement platform, partnership for fan interaction and community building.
• Envision Virgin RacingminorOthersCompetitor in Formula E. DS TECHEETAH led teams' standings by 2 points over Envision Virgin Racing during Season 7.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mahindra Racing: OEM-affiliated Formula E team competing in the same championship; uses EV motorsport as a brand-building and technology demonstration platform similar to DS TECHEETAH.
• Envision Racing: Direct Formula E competitor; Envision Virgin Racing finished within 2 points of DS TECHEETAH in the 2020/21 Teams' standings, operating under the same series economics, sponsorship model, and EV-tech marketing narrative.
• Jaguar TCS Racing: Factory-backed premium OEM Formula E team with analogous EV technology transfer narrative and global motorsport sponsorship model to DS TECHEETAH.
• ABT CUPRA Formula E Team: Former Audi-affiliated Formula E team; competes in the same championship with a similar premium European automotive partner profile and EV racing positioning.
• Tag Heuer Porsche Formula E Team: Direct Formula E competitor backed by a major German OEM; competes in the same ABB FIA Formula E World Championship, sharing the EV technology showcase and premium automotive sponsor model.
• NIO 333 Racing: China-linked Formula E team with parallel EV-OEM technology narrative; competes in the same series and offers a relevant Chinese-market comparable given DS TECHEETAH's Chinese ownership structure.
• Mercedes-EQ Formula E Team: Direct Formula E competitor operating as a factory team from a premium German OEM; competes in the same championship with deeper R&D resources, directly contesting DS TECHEETAH for OEM-affiliated sponsorship and on-track results.
• Nissan e.dams: Direct Formula E competitor operating with a major Japanese OEM partner; shares the EV-road-to-track crossover value proposition and comparable global racing footprint.
• ROKiT Venturi Racing: Direct Formula E competitor with a parallel EV-tech and luxury brand sponsor profile; competes in the same ABB FIA Formula E World Championship with comparable business model.

Broad incumbents

• McLaren Racing: Multi-series motorsport group that entered Formula E; broader incumbent with diversified portfolio across F1, IndyCar, and Formula E, providing a comparable benchmark for championship-level EV motorsport commercialization at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/techeetah

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TECHEETAH Formula E Team