ELLIE NORMAN Leads Formula E’s People-First Marketing Revolution

January 28, 2026

• ELLIE NORMAN is spearheading Formula E’s influencer marketing revolution with a “people buy people” philosophy that’s opening up the traditionally closed paddock world. Her strategy focuses on authentic driver storytelling – the journeys, rivalries, and real human moments that make fans actually care about the sport beyond just the racing.
• While F1’s 2026 testing kicked off behind closed doors with fans literally being “moved on” and threatened with fines for trying to watch from public areas, Norman’s approach represents the opposite mentality. She’s breaking down barriers instead of building them higher, proving there’s a smarter way to grow motorsport audiences.
• The contrast couldn’t be starker – F1 teams rent tracks to hide their work while Norman champions transparency and connection. Her marketing ethos shows how forward-thinking series can build genuine fan engagement rather than treating supporters like potential security threats who need to be kept at arm’s length.

2026 season, ABB FIA Formula E, formula 1, marketing strategy