ELLIE NORMAN Charts Formula E Growth Strategy Through Driver Stories & Fans

January 22, 2026

• ELLIE NORMAN brings her Formula One audience-building playbook to Formula E as chief marketing officer, banking on the same “people buy people” philosophy that helped F1 modernize and diversify its fanbase during her four-year tenure. Her strategy centers on opening up driver stories and personalities to create the emotional connections that turn casual viewers into dedicated fans.
• The approach targets Formula E’s core millennial and Gen Z audience through creator partnerships like Evo Sessions, featuring celebrities with 300+ million combined followers, plus collaborations with MrBeast. This influencer-first strategy has driven impressive numbers—422 million global fanbase (up 13%), 1.39 billion content impressions, and 47% video view growth year-over-year.
• NORMAN’s next challenge involves converting digital engagement into sustainable revenue streams through media rights, sponsorships, and merchandise sales. She’s positioning Formula E’s urban, progressive fanbase as prime territory for brands looking to connect with environmentally conscious consumers who view motorsport as part of their broader entertainment mix alongside tech, gaming, and fashion.

ABB FIA Formula E, electric racing, influencer partnerships, motorsport marketing