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Formula E aims to be the next Hong Kong Sevens

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Formula E Hong Kong EPrix will return to the city in December this year and will double its capacity to cater up to 41,000 people, hot on the heels of last year’s sold-out inaugural debut. Ali Russell, chief marketing officer of Formula E Holdings said he looks to make the electric street-racing event as successful as an iconic event for rugby - Hong Kong Sevens - in the future.The Central Harbourfront will once again host to the city’s biggest motorsport event, with 20 drivers from 10 international teams weaving their way through one of the most technically challenging circuits on the innovative street racing series – all set against a backdrop of stunning views of the harbour and Hong Kong’s iconic skyline on 2 and 3 December.While Singapore has Formula 1 and Macau has the Grand Prix, Hong Kong on the surface seems to be the last place to come to mind when it comes to car racing.Ali Russell spoke with Marketing and said he saw a huge potential and opportunity to host the all-electric motor racing series in Hong Kong as it was "completely sold out" with over 20,000 spectators visiting the inaugural Hong Kong EPrix in 2016.“Hong Kong has been imperative to the company’s growth and awareness across the world over the past 12 months. The inaugural event opened the world’s eyes to the electric street racing series and the support we have received in Asia has made it a key market for us.”[gallery link="file" ids="188581,188566,188579,188577,188580,188563,188562"]In its second year, Russell said they will further localise the event and team up with more local partners and sponsors to provide relevant content to Hong Kong audience to uplift the event awareness.So far, Hong Kong's official partners include Coca Cola, Conrad, RT Management, Sideways Driving Club and Westminster Travel.To attract more local people to participate, the organiser will open up its fan zone "EVillage" for free. Last year’s tickets cost $300, through registration for a ticket ballot. 20,000 tickets (10,000 per day) will be given away free of charge to the general public.With the expanded EVillages and three grandstands, the total capacity for the 2017 Hong Kong EPrix is expected to be 41,000 across the event weekend."Double capacity, double fun and double excitement," said Alan Fang, CEO of Formula Electric Racing (Hong Kong). "This year’s super-charged Hong Kong EPrix is set to electrify the city’s sports and entertainment scene."To enhance engagement during the race, fans can vote for their favourite driver and give them an extra boost of power by using the official Formula E website, app or on social media. The function "FanBoost" can be deployed in the second car only and is to be used in a power window of 180kW and 200kW.While the event is still in its infancy, Russell said he hoped Hong Kong EPrix will become a "must have" sports event like Hong Kong Sevens, attracting people from all over the world to take part in the event. Moving forward, he said it will take 5-10 years for Formula E to become a premier sports event in the city.While its "big brother" Formula 1 has always been the epitome of motor sport, speed, engine noiseand motor girls, Russell said he wanted the audience to think of "engagements, family, innovation" when it comes to Formula E, and also understand drivers' personality and emotions beneath the helmets.

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