ELLIE NORMAN Drives 14% Formula E Growth in First Season as Marketing Chief

February 9, 2026

• ELLIE NORMAN proved she knows how to move the needle when she took Formula E’s chief marketing role in October 2024 and delivered a 14% jump in TV viewership to 561 million by season’s end. The numbers don’t lie – her strategy to transform Formula E from “plucky startup” to global brand is actually working, with fanbase growth hitting 13% to reach 442 million people.
• Norman brings serious credentials from her previous roles as chief communications officer at Manchester United and global marketing director at Formula 1, giving her the rare perspective of understanding both traditional and electric motorsport audiences. Her approach focuses on building partnerships and creating a culture where teams can excel – exactly the kind of strategic thinking that gets results in competitive environments.
• Speaking at Festival of Marketing with The Marketing Week Podcast, Norman shared insights on navigating team building and her methodology for making an impact in new leadership positions. Her success story provides a blueprint for how experienced marketing leaders can drive growth in emerging motorsport series that need to compete for attention in an crowded sports landscape.

ABB FIA Formula E, electric motorsport, marketing leadership, motorsport growth