Sarinah named title partner for Jakarta ePrix in bid to fuse heritage with innovation

As Formula E returns to Jakarta, organisers have announced Sarinah - the country’s first modern department store and a national cultural icon - as the new title partner for the Jakarta ePrix 2025. The move marks a strategic intersection between heritage and sustainability, positioning the event as more than just a race, but a cultural spectacle on wheels.

Announced just six days ahead of the international event, the partnership was unveiled at the “From heritage to future” launch at Sarinah’s Thamrin venue. The collaboration sees Sarinah join Bank Artha Graha Internasional, Electronic City Indonesia, and Gulavit in supporting the ABB FIA Formula E World Championship’s 11th season stop in Jakarta.

The 2025 Jakarta ePrix will host 22 drivers from 11 global teams across ten countries, with millions expected to tune in worldwide - making it a marketing moment for Jakarta as it pushes to join the ranks of the world’s top 20 global cities.

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“Sarinah is more than just a department store - it is a national legacy,” said Raisha Syarfuan, Sarinah’s president director. “More than a retail space, it serves as a living platform for cultural expression and economic empowerment. We see the Jakarta ePrix as an extraordinary opportunity to expand that mission. As a cultural centre, we believe the spirit of sports is also part of the culture itself.”

It’s a statement that underscores the wider ambition behind this year’s ePrix: sportainment as a vehicle for diplomacy and sustainability. The electric car race isn’t just about speed and spectacle - it’s about branding Jakarta as a sustainable capital, and aligning that story with local heritage.

Jakarta Propertindo (Jakpro), the state-owned organiser, echoed the sentiment. “With Sarinah on board, the championship becomes more than just a prestigious race - it becomes a celebration that involves the broader public,” said Jakpro president director Iwan Takwin. “I hope this partnership becomes a powerful moment to bring Indonesia’s technology, sustainability, and culture closer to the world.”

Formula E itself has long prided on its role as more than just a racing championship. Its purpose-driven circuit often highlights city identities through collaborative storytelling, and Jakarta is no different.

Adding to the event’s hybrid festival identity, legendary band Dewa 19 is set to headline the entertainment lineup. With a special five-vocalist formation - featuring Ahmad Dhani, Ari Lasso, Ello, and two international performers - the show on 21 June is expected to merge music, technology, and local pride in one sportainment experience.

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