Formula E’s Miami Celebrity Event Targets New Fans, But Where Are The Women?

March 4, 2025

from www.the-race.com

• Former F1 and Manchester United communications chief ELLIE NORMAN is spearheading Formula E’s ambitious ‘Evo Sessions’ – a celebrity influencer experiment in Miami featuring 11 big-name participants driving specially adapted cars around Hard Rock Stadium. The event, costing roughly 75% of a regular race budget, aims to amplify Formula E’s reach through celebrity social media followings.
• NORMAN’s strategy focuses on making Formula E “easy to find and hard to leave” by leveraging influencers’ authentic voices and engagement rates to reach new demographics. Early data shows 66% of Instagram visitors from the announcement were brand new to Formula E, suggesting the approach could successfully tap into previously unreached audiences who align with the series’ progressive, tech-forward values.
• The initiative represents a calculated bet on long-term creator partnerships rather than one-off content, with plans extending beyond the Miami event into documentary series and sustained collaboration. Success will be measured not just by immediate viewership but by creators’ ability to authentically communicate Formula E’s technical complexity and sustainability credentials to their established communities.

ABB FIA Formula E, electric racing, evo sessions, hard rock stadium