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Revving Up Fame: Formula E’s Innovative Strategy to Broaden Audience through Influencer Engagement

Carl Harrison by Carl Harrison
March 4, 2025
in Motorsports
Reading Time: 3 mins read
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Revving Up Fame: Formula E’s Innovative Strategy to Broaden Audience through Influencer Engagement
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As Formula E gears up for its high-profile media experiment in Miami, the question on everyone’s lips is: Where lies the golden opportunity? The event involves 11 celebrities who will be embedded with teams and trained to race on a specially adapted time trial track around the Hard Rock Stadium. Their individual journeys will be documented in real-time and will be part of a forthcoming documentary. But what exactly is the rationale behind this seemingly expensive endeavor, considering it could cost Formula E up to 75% of what an average race would cost? What are its aims and objectives?

Six months ago, Ellie Norman, the former chief communications officer for Formula 1 and Manchester United, joined Jeff Dodds at Formula E Operations. The goal was simple yet challenging: elevate the profile of the world’s only all-electric world championship, making it not only easy to discover but also hard to leave. The concept for the Evo Sessions was conceived by Dodds last summer and was officially set in motion when Norman joined in September. Despite the timing of its implementation coinciding with the start of the 2024-25 season not being ideal, the time for the ‘Evo Sessions’ has now come.

According to Norman, the Evo Sessions fit perfectly into their overarching strategy to increase fame and visibility. The events aim to introduce their sport, drivers, and vehicles to a wider audience, targeting those who are yet to discover the world of Formula E. With the influencers they’ve selected, they hope to attract new fans and stimulate growth.

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In a world where sports businesses are always seeking innovative ways to reach new audiences, exhibiting the talents of their athletes and the advanced technology of their cars provides a significant boost for Formula E. The Evo Sessions aim to capitalize on this by leveraging the fan base of popular creators, ex-athletes, actors, and automotive influencers. Such a strategy could provide a powerful off-track boost for the sport. However, the question remains: does this need to be a regular event to genuinely provide a return on such a substantial investment?

According to Norman, the success of the initiative is not about it being a ‘one and done’ event. She cited data from well-respected research firms like Magic Numbers, led by well-known economist and marketing industry expert Dr. Grace Kite, that underscore the value of influencer programs. She emphasized the importance of understanding the data and its potential impact.

Norman has reportedly expressed her admiration for Dr. Kite’s white papers on econometric projects to her colleagues at FEO, especially the business development intelligence team. She believes that initiatives like the ‘Evo Sessions’ can yield significant ROI by boosting awareness of and investment in Formula E among diverse groups of new consumers and enthusiasts.

Norman further explained that influencers with a deep understanding of their audiences tend to have phenomenal engagement rates. She believes that understanding demographics and engagement rates, as well as the attitudes and behaviors of creators and their audiences, is crucial for aligning with Formula E’s ethos of accessibility, inclusivity, progressiveness, and innovation.

The definition of success for the Evo Sessions, according to Norman, hinges on the ability of creators to provide fans with the knowledge and understanding of Formula E. She believes that participants gaining a deeper understanding of the sport and then sharing that knowledge with their audience in their own authentic voices will add depth to the sport’s perception.

The technical challenges, advanced software, energy management, impressive accelerations via All-Wheel-Drive, prestigious sustainability credentials, multi-manufacturer storylines, and strong driver line-ups make Formula E a compelling subject for creators to explore. Success, according to Norman, would look like creators sharing these compelling stories with their audiences, thereby unlocking the sport’s potential.

The ‘Evo Sessions’ initiative’s long-term success will depend on how effectively it can build on the achievements of this week and the ensuing months. It also relies on the ability to maintain long-term relationships with the creators involved, rather than it being a ‘one and done’ event. As Norman puts it, the more interest they can generate in Formula E, the better for the sport’s awareness, appeal, and fan base.

The authenticity of the celebrity participants’ voices during the Evo Sessions will be crucial, and Norman believes that to be truly effective and engage their communities, they need to maintain their authentic voice. She expressed confidence in the success of the initiative, stating that to unlock Formula E’s potential, they need to take bold steps and innovate.

Norman revealed that since the announcement of the Evo Sessions, 66% of unique visitors to Formula E’s Instagram channel are new. She believes this initiative is about providing access, knowledge, and understanding of the sport and bringing new audiences into their world through innovative methods.

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