CUM ON FEEL THE NOIZE...

The cars might be quieter, but formula E chief Dodds insists the racing will make a din this year

- AARON FLANAGAN

FORMULA E might not have the roar of a combustion engine but CEO Jeff Dodds vows that the series is going to make more noise.

That's because Dodds (left) spent more than a decade working as chief marketing officer for the king of publicity Richard Branson at Virgin Media.

And he knows all the tricks on how to upset the apple cart.

FE returns to the track for their 10th season tonight in front of more than 40,000 fans in Mexico City and does so with a bigger worldwide fanbase than ever.

But Dodds, who took over as chief executive towards the end of last season, knows that he will have to pull on some of the levers he did with Branson to help the allelectric series realise its full potential in a motorsport landscape dominated by Fl.

Dodds said: "There are companies with deep pockets that spend fortunes on every media channel out there.

"Because they can do that, they worry less about the quality of the message and disruptive nature.