Ayla Vaughan

Formula E is one of the most accessible sports ever, and celebrities are getting exclusive access by driving the very cars (GEN 3 Evo) these racers drive.

11 celebrities from a variety of industries have partnered up with a Formula E driver and team around the Miami International Autodrome.

Here Ayla Vaughan tells you everything you need to know about this exciting new form of promotion to grow the audience of this all-electric motorsport.

Who? 

The 11 celebrities who were chosen for this once in a lifetime opportunity are Brooklyn Peltz Beckham (entrepreneur from the UK), Sergio Agüero (former Premier League, La Liga and Argentina football player), Cleo Abram (tech content creator from the US), Emelia Hartford (actress and record-breaking car builder from the US), Vinnie Hacker (multi-hyphenate creative from the US), Tom Felton (actor from the UK), Supercar Blondie (automotive creator and entrepreneur from Australia), JUCA (leading automotive content creator and motorsports enthusiast from Mexico), Driver 61 (pro driver and creator from the UK), Yes Theory’s Ammar Kandil (YouTubers creators) and Theo Baker (sports content creator from the UK) according to Formula E.

As you can see most of them are from creative or sports industries, implying that anyone can be a fan or become a driver of this category of motorsport. This inclusive attitude is also evident in the fact that these are a diverse group of people who have a strong social media presence, all with their own audience demographics. 

Many of these celebrities have already been to a Formula E race before (or at least cover motorsports/sports), so it shows that they are excited by this all electric racing series that is setting new examples every year on how to adapt a sport to reflect the modern, interconnected world we live in. Since the sport’s establishment in 2014, it has been all around the world, largely focusing on city/temporary circuits to show how a sport can be net-zero and extremely enjoyable from a fan perspective, with changes in every generation of these cars.

What? 

These celebrities were given the opportunity to participate in Evo Sessions, a first of its kind, “to get behind the wheel of the world’s fastest electric race car – the GEN3 Evo – and understand what it takes to reach the pinnacle of motorsport” according to Formula E.

They were embedded in a racing team meaning they trained, learned, drove, used simulators, practiced, got driver coached, hardware customisation and engineering briefings. This gives unprecedented access to the hard work behind becoming a racing driver, as fans may only see the drivers with their helmets on racing around a track and not who is underneath.

“The entire journey from rookie-to-racer has been captured through the creators’ lens, and shared across their and Formula E’s social media channels” according to Formula E. Furthermore, a feature-length documentary will be released later in 2025 showing all the effort necessary to become the best of the best.

When? 

Over the months of February and March this has been teased and released on social media, highlighting the importance of marketing in the modern world. These celebrities got to finally drive the car for the first time at a race track on March 7-8 at Miami International Autodrome.

The content released on social media shows both the highs and lows of racing, from Mr Beast spinning the car (and eventually crashing) to many not wanting to slow down or leave the car (such as Sergio Aguero), hooked on the adrenaline and excitement. 

These partnerships will likely continue as having that celebrity partnership helps bring in more fans to the newer sport, showing the talent and excellent competition in Formula E. However, you will be able to see the professional drivers themselves at the Miami e-Prix on April 11-12 where you can enjoy a track all the way from the first season of the sport, the Homestead-Miami Speedway (modified from its origin as an oval NASCAR track). 

Where? 

Miami has become a massive sporting city, and even more so in recent years after the Miami International Autodrome finished construction in 2022. Formula 1 debuted on the track and ever since then, F1 Academy has driven there and now Formula E.

The Magic City was also likely chosen because the organisers of the circuit have been particularly innovative in their marketing to the US audience, such as having former-Haas team principal and Drive to Survive star Guenther Steiner partner with them.

The circuit is also located at Hard Rock Stadium (the home of the Miami Dolphins NFL team) with a 5.41 km circuit length, elevation changes, 19 corners, three straights and three DRS zones. This will allow the celebrities to drive a track that is technical in some aspects (the tricky turns 14-15), but also experience the raw speed of the GEN3 Evo that is indescribable. The track also has high speed, medium speed and slow speed corners which are all challenging in their own ways in terms of determining the racing line and each corners’ apex.

Why? 

Jeff Dodds, the CEO of Formula E said: “The initial reaction when I presented the concept of ‘Evo Sessions’ to our teams and partners was, ‘this is wild!’ – which is when I immediately knew we had to bring it to life. We wanted to do something that has never been done before in motorsport; something that would give audiences and our fan base a unique perspective into the world of a Formula E driver, through the eyes of some of their favourite online personalities. 

He also mentioned that the sport has a clear target to hit half a billion fans by 2030 so they hope that collaborating with some of the biggest names in popular culture right now, will open up Formula E to a whole new fanbase. 

Motorsport, with Formula E in particular, are recognising the growing diversity of their fans who are younger, more female and more ethnically diverse and trying to show them that they belong in this sport. 

Formula E has done amazing work to show young girls the jobs and opportunities that the sport has to offer by partnering with FIA Girls On Track. The organization aims to have young girls discover (for free) the different aspects of Motorsport and its industry through a set of activities, workshops and behind the scenes access. They are present at every Formula e-Prix showing their dedication to have women work in motorsport all across the world, as a diverse team adds so much value to a traditionally white, male dominated sport.

Another example of this is their all women’s pre-season test on November 8 in Madrid, which was also the first time it’s ever been done before. This gave access to 18 female drivers to experience electric racing, ranging from the ages of 18-36. Therefore, this amazing sport is showing the world that anyone can drive a car, as long as they put in the work and effort to become a racing driver.