Sales of electric vehicles are surging, and that is creating new sponsorship opportunities for rightsholders.

Driven by government bans on diesel and gasoline vehicles, lower battery costs and mainstream adoption of electric vehicles, automobile manufacturers in the U.S. and abroad and ramping up production of electric vehicles like never before.

Electrified vehicles could represent 10 percent to 50 percent of all new vehicle sales by 2030, per McKinsey & Co.

Nearly every company is hopping on the electric car bandwagon. BMW, Daimler AG and Volkswagen collectively plan to launch more than 100 new electrified vehicles by 2025, while Renault-Nissan-Mitsubishi plan to produce 12 new electric models by 2022 and make electric cars 30 percent of its overall output.

Even Porsche is getting into the act. The company this month announced plans to produce an all-electric car, giving Tesla a run for its money.

And companies are signing new sponsorships to promote the vehicles.

BMW this year sponsored the Coachella music festival on behalf of its BMW i3 electric vehicle and BMW X5 40e iPerformance plug-in hybrid.

The sponsorship represents a shift in BMW’s sponsorship strategy. While the automaker sponsors symphony orchestras around the world, it not has traditionally sponsored a music festival like Coachella. BMW used the partnership to promote the “open minded, creative and inspiring” positioning of the BMW i sub-brand.

The automaker leveraged the sponsorship in the following ways:

  • #RoadToCoachella social media promotion that gave consumers the opportunity to win a festival pass by documenting their preparation for the festival and their journey to the Coachella Valley
  • A three-minute video on the BMW YouTube channel that highlighted the “Road to Coachella” and the BMW i8 hybrid electric sports car
  • A cobranded BMW i8 in the BMW i Brand Lounge in the festival’s VIP area

BMW also is using existing sponsorships to promote its electrified vehicles. The automaker this month gave attendees a sneak peek at the BMW i8 at the BMW Championship golf tournament and provided shuttle service in other electric vehicles.

“We integrate electric vehicles into our traditional sponsorships where possible, but the door is open for platforms that might be more specific to the BMW i sub-brand,” said Tim Rittenhouse, BMW of North America experiential marketing manager—sports, arts & culture and brand cooperations.