From the big screen to the fast lane, Idris Elba is now a major player in motorsport. The Golden Globe-winning actor, known for his roles in Luther and Mandela: Long Walk to Freedom, has been announced as a strategic investor in the Cupra Kiro Formula E team, joining a high-profile group of backers determined to propel the team to the front of the all-electric racing championship.
Elba’s involvement is far from a vanity project—this is a calculated investment in Formula E’s explosive commercial potential. With sustainability at its core, Formula E sits at the crossroads of elite sport, cutting-edge technology, and global entertainment—a perfect fit for an actor and filmmaker who has long championed innovation.
“Formula E blends sport and global entertainment with sustainability,” Elba said. “The team’s vision for the future, desire to innovate, and commitment to excellence resonate with me on a deep, personal level. I’m looking forward to playing my part in its journey to the front of the grid.”
But beyond the Hollywood star power, this investment marks the rebirth of a team that was on the brink just eight months ago.
From Rock Bottom to Rebirth: The Cupra Kiro Revival
Just a year ago, the team now known as Cupra Kiro was on life support. Under its previous name, ERT, the outfit was dead last in the championship, with just 23 points from 16 races. Drivers Dan Ticktum and Sergio Sette Camara were stuck with an uncompetitive car, forced into desperate energy-saving tactics just to scrape a point or two when a late-race safety car offered a glimmer of hope. More often than not, it didn’t.
Off the track, things weren’t much better. Mounting debts and failed talks with potential manufacturer partners left the team’s future in serious doubt. But then, at the Portland E-Prix in June 2024, a delegation from The Forest Road Company, a Los Angeles-based investment firm, attended as guests—and the conversation began.
By September 2024, Forest Road had acquired a majority stake in the team. By November, Cupra had switched its Formula E backing from Abt to Kiro. The game had changed overnight.
With a new ownership group, a factory partnership with Porsche for Gen3 powertrains, and a clear long-term vision, Cupra Kiro suddenly looked like a team on the rise.
Big Names, Big Plans: Elba Joins an Elite Group of Investors
Elba isn’t the only big name backing Cupra Kiro. A wave of elite investors has jumped on board, including:
🔹 Tony Ressler (Owner, Atlanta Hawks)
🔹 Larry Berg & Shaun Neff (Owners, Los Angeles FC)
🔹 Steve Bornstein (Genius Sports, former ESPN President)
🔹 Rick Hess (Evolution Media, media mogul)
🔹 Navid Mahmoodzagedan, Jeffrey Assaf, Caleb Kramer, Michael Woronoff (Strategic Advisors & Media Deal-Makers)
This is not just a casual sponsorship play—these are investors with a track record of building global sports franchises. And they’re banking on Formula E’s exponential commercial growth to make Cupra Kiro a powerhouse in electric racing.
Why Formula E? Why Now?
Formula E is no longer an experimental racing series—it’s a global, FIA-backed championship attracting the likes of Porsche, Jaguar, Nissan, McLaren, and Maserati. With the rise of EV technology and sustainability in motorsport, investors see it as a prime opportunity for long-term growth.
For Elba, the appeal is obvious. His investment aligns with his long-standing interest in automotive innovation and sustainability, as well as the opportunity to merge sport with entertainment on a global scale.
The timing couldn’t be better—Cupra Kiro, once an afterthought in the Formula E paddock, is now positioning itself as a serious contender.
What’s Next for Cupra Kiro?
With new investors, Porsche powertrains, and a revitalized structure, Cupra Kiro is looking to climb the championship standings fast.
🚀 Can they win the 2025 season? Not likely, but the building blocks are in place for a sharp performance jump in the coming years.
🔥 Drivers Dan Ticktum and David Beckmann now have the resources and technical package to fight for serious points.
🏆 Formula E’s future is brighter than ever, and Cupra Kiro wants to be at the forefront of that growth.
Elba has already visited the team’s Silverstone HQ, surprising staff and rallying them behind the new project. His impact won’t just be financial—his global influence will help elevate the team’s profile in ways no motorsport insider could.
Final Thought: A Luther-Style Redemption Arc?
One of Idris Elba’s most iconic TV characters, DCI John Luther, famously muttered a catchphrase in Luther:
“It’s not right though, is it?”
Well, for Cupra Kiro, things are finally looking very right. The team that nobody took seriously in 2024 is suddenly a Formula E team with backing, vision, and major industry credibility.
The journey to the top starts now—and Idris Elba is along for the ride.
