In recent years, electric racing has emerged as a thrilling alternative to traditional motorsports. Formula E, the premier electric vehicle championship, is expanding its reach and attracting both established names and new talent. The series, which began 11 years ago under FIA governance, has seen significant growth in popularity, particularly in regions like the U.K. and South America. With plans to expand into the U.S., Formula E aims to captivate audiences with high-profile partnerships and innovative promotional events.

Electric Racing Takes Center Stage in Major Cities Around the World

In the vibrant autumn of electric motorsport development, Formula E has already held races in São Paulo and Mexico City, with upcoming events scheduled in Miami, Monaco, Tokyo, Shanghai, Berlin, London, Jeddah, and Jakarta. The championship's eleventh season kicked off in São Paulo to an impressive audience of 40 million viewers, setting a record for the largest opening round on television. This success was further bolstered by the Hankook Mexico City E-Prix, which drew a cumulative U.S. audience of 10.5 million on CBS Sports—a new high for Formula E broadcasts in the country.

To enhance visibility, Formula E has partnered with CBS Sports for live weekend coverage and Roku for post-race viewing. Additionally, the series has introduced "Evo Sessions," an initiative that brings together renowned actors, athletes, and social media personalities such as Brooklyn Peltz Beckham, Sergio Agüero, and Tom Felton. These celebrities will undergo rigorous training to prepare for a track event at the Miami International Autodrome, offering fans an exclusive behind-the-scenes look at the sport. A feature-length documentary is also in the works to capture this unique experience.

Celebrity involvement extends beyond Evo Sessions, with actor Idris Elba making a strategic investment in the Cupra Kiro team. IMG has also secured a multiyear deal to manage and license Formula E’s worldwide video archive rights. These collaborations underscore the championship's ambition to attract a broader audience and achieve its goal of reaching half a billion fans by 2030.

Aarti Dabas, chief media officer of Formula E, expressed optimism about the future, stating, “This strong start to the 11th season, with our new and existing broadcast partnerships delivering record audiences, is a testament to our accelerated fan growth and the exciting racing spectacle put on by our elite drivers.”

From the perspective of a journalist, the rise of Formula E signifies a shift towards sustainable and innovative forms of entertainment. By integrating celebrity appeal and cutting-edge technology, the championship not only promotes electric vehicles but also sets a precedent for future sports events. For readers, it offers a glimpse into a world where environmental consciousness meets adrenaline-fueled competition, creating a thrilling and forward-looking spectator experience.