Shorts: Formula E, Sport England, The Open
Formula E has partnered with Feastables, the snacking company founded by MrBeast, naming it the official snacking provider of the ABB FIA Formula E World Championship.
The collaboration marks Feastables’ first major motorsport partnership and will activate across digital platforms, live events, and retail integrations, commencing with the 2025 Hankook Berlin E-Prix on 12th-13th July.
The deal includes product sampling at selected races, event branding, content collaborations, and activations designed to enhance the fan experience across the Formula E race calendar.
The collaboration builds on previous successful content initiatives, which have collectively garnered over 621 million views.
In March, MrBeast drove the GEN3 Evo, Formula E’s fastest electric race car, in a moment that quickly went viral after he crashed into barriers on his second lap. More recently, Formula E driver Dan Ticktum of CUPRA Kiro Racing featured in MrBeast’s YouTube video ‘Beat Neymar, Win $500,000’, which has already reached over 140 million views. This was followed by MrBeast’s latest long-form content, ‘World’s Fastest Car Vs Cheetah!’, filmed in South Africa to highlight the threat facing cheetahs.
At the core of the partnership are shared sustainability values. Feastables is committed to ethical sourcing, clean ingredients, and recyclable packaging, mirroring Formula E’s dedication to accelerating change through sport.
Ellie Norman, Chief Marketing Officer, Formula E, said, “Our ambition is to be the defining motorsport for youth culture. Partnering with the MrBeast franchise allows Formula E to tap into one of the most powerful digital ecosystems in the world, driving global reach, cultural relevance, and direct access to the next generation of fans.
“We look forward to working closely with Jimmy and the team to create fan moments that promote both Feastables and our Championship in ways that feel both new and exciting.”
Chris Boardman, the former Olympic gold medallist, has been reappointed as Chair of Sport England, with his second four-year term set to continue until 2029.
The Department for Culture, Media and Sport has confirmed his reappointment.
During his initial term, Boardman navigated Sport England through the challenges presented by the pandemic. He has also been an advocate for the organisation’s ‘Uniting the Movement’ strategy and has championed the sports sector’s response to the impact of climate change.
His continued leadership will support Sport England’s strategic direction and its commitment to increasing physical activity across the nation.
Formula E team Lola Cars has announced a multi-year strategic partnership with global media and entertainment company Warner Bros. Discovery.
The collaboration has seen the Lola Cars Formula E team re-branded with Superman-themed livery and Superman-inspired driver racesuits for the E-Prix race in Berlin. This activation has been timed to coincide with the launch of DC Studios’ Superman in cinemas from 11th July 2025.
The agreement will involve producing bespoke content for motorsport fans as part of a new combined market approach, and will also incorporate collaboration on sponsorship agreements and activation. The Warner Bros. logo will also be displayed on the car.
This activation is the first step in a new long-term partnership between the two organisations, who will continue to work together to produce and distribute content related to Lola Cars’ current and future motorsport projects.
Keith Smout, Chief Commercial Officer, Lola Cars, said, “This partnership with Warner Brothers is a great milestone for Lola Cars, utilising the motorsport platform to create engaging content not only for our mutual benefit but also that of our sponsors.
“This is a fantastic opportunity for not only Lola Cars and the team, but Formula E as a whole, to reach new audiences and build excitement around this growing sport.”
The R&A and NTT DATA have announced technological enhancements for the fan experience at The 153rd Open.
The Championship’s organisers, The R&A, have collaborated with NTT DATA to integrate digital solutions aimed at enhancing spectator engagement.
This year, The R&A and NTT DATA have introduced improvements to the NTT DATA Wall, a 20-metre-wide LED screen located in the spectator village. The screen will showcase real-time broadcasts, comprehensive statistics, and data visualisations, all powered by digital twin technologies.
The enhancements focus on delivering real-time interaction and immersive fan experiences through pre-recorded video and customised content. Utilising animation, editorial, and visual technology, NTT DATA and The R&A have aimed to convert data into an interactive experience, bringing fans closer to every aspect of the game, from swings to strategic decisions and player narratives.
NTT DATA works across various sporting industries and is also the official digital transformation partner for Arsenal Football Club.
Defender Rally has partnered with Castrol, naming it the official fluids partner for the 2026 World Rally-Raid Championship (W2RC).
The collaboration will see Castrol supply all lubricants and greases for the Defender D7X-R competition vehicles, with the partnership also focusing on developing new technical innovations.
The agreement extends Castrol’s more than 30-year technical collaboration with JLR, which includes its involvement with Jaguar TCS Racing in the ABB FIA Formula E World Championship. Castrol products are already used as ‘first-fill’ on production Defenders, strengthening the authenticity of Defender Rally competing in the Stock category for production-based vehicles in the W2RC.
The World Rally-Raid Championship, particularly the Dakar Rally, will provide an environment for testing Castrol’s high-performance lubricants in extreme conditions, including the Saudi Arabian desert’s high temperatures and challenging terrains. The partnership aims to transfer technical knowledge between road and rally applications.
Mark Cameron, Managing Director of Defender, said, “Castrol is not only a trusted supplier for our production Defenders, but has years of experience in working with top-performing motorsport teams.
“The Defender Rally team are looking forward to working with Castrol on the W2RC programme and continuing our longstanding relationship with this new activity.”
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