Formula E has never been shy about innovation, and its latest move—Evo Sessions—is a clear sign that the all-electric racing series is looking beyond traditional motorsport fans.
Formula E is fast, but its quest for mainstream popularity needs to be even faster.
Despite growing viewership, the all-electric racing series is still searching for its viral moment.
Enter Evo Sessions—a bold new initiative designed to bring Formula E to millions through the power of social media.
By putting celebrities and content creators behind the wheel of the GEN3 Evo race car, Formula E hopes to reach an entirely new audience.
This isn’t just about racing but making Formula E a global phenomenon.
More than just Formula E racing
Evo Sessions isn’t just about putting celebrities in fast cars—it’s about making Formula E more relatable, shareable, and viral. The initiative brings together 11 high-profile personalities from sports, tech, and entertainment with massive online followings to experience what it takes to drive a cutting-edge GEN3 Evo car.
These participants, ranging from former football superstar Sergio Agüero to social media creator Vinnie Hacker, boast a combined reach of over 300 million followers—a number that FE hopes will translate into new, engaged fans.
While the championship’s global audience grows, it still faces challenges standing out against motorsport giants like Formula 1. Many casual fans don’t fully grasp the intensity, skill, and technology that go into electric racing. Evo Sessions aims to change that by showing the world what it’s like to train, prepare, and compete as an elite racing driver—through the lens of influencers who can connect with their massive audiences in ways traditional motorsport coverage cannot.
The Power of Digital Storytelling
One of Formula E’s biggest strengths has always been its commitment to digital-first engagement. Unlike Formula 1, which still leans heavily on TV broadcasts and traditional media, FE positions itself as the motorsport for the TikTok, Instagram, and YouTube generation. The entire Evo Sessions journey—from simulator training to real on-track action—will be turned into social-first content, giving fans a rare, behind-the-scenes look at the sport.
CEO Jeff Dodds clarified that this isn’t just a PR stunt.
“Formula E is the fastest growing motorsport in the world, and we have a clear target to hit half a billion fans by 2030. Through collaborating with some of the biggest names in popular culture right now, we’re able to open up Formula E to a whole new fanbase,” he said, emphasising that partnerships with pop culture figures can help bridge the gap between motorsport purists and a younger, more digitally native audience.
The Bigger Picture: Making Formula E Mainstream
Formula E has been fighting an uphill battle for mainstream recognition since its debut in 2014. While the sport has made impressive strides—expanding to iconic locations, improving race car performance, and signing major manufacturers—it still lacks the cultural footprint of F1.
Evo Sessions acknowledges that raw viewership numbers alone aren’t enough; the sport must embed itself into pop culture.
It’s a bold move but also a necessary one. Motorsport purists might scoff at social media personalities stepping into a Formula E car. Still, if even a fraction of their followers become long-term fans, Evo Sessions will have done its job.
With a feature-length documentary set to follow the initiative, FE is making a long-term bet on accessibility, storytelling, and entertainment.
Whether Evo Sessions succeeds in creating a new wave of Formula E followers remains to be seen, but one thing is clear: the series is doing whatever it takes to electrify its future.
Feature Image Credit: Formula E | Simon Galloway
