Formula E has partnered with MrBeast’s Feastables in a major Marketing move aimed at Gen Z racing fans. And if there’s one thing that’s been making the world of motorsport go round ever since its inception, it’s partnerships.
Today, we spend most of our time with a phone in hand. So, partnerships and brand deals are changing. They are now shaped by our constant beloved digital partner — social media. How do you grab the attention of a generation born into a fast-paced, ever-changing world? Especially for the young and rebellious sibling of open-wheel racing? Enter social media’s biggest entertainer: MrBeast.
Creator Marketing Enters the Formula E Grid
Formula E has made a new deal with Feastables. This is the ethical snacking chocolate company founded by YouTuber Jimmy Donaldson, best known as MrBeast. The partnership shows motorsport’s push into a new age. It uses the power of social media to boost visibility. But also to build stronger connections between brands and their loyal fandoms.
Feastables became the “Official Snacking Provider” of the ABB FIA Formula E World Championship starting with the Hankook Berlin E-Prix. The partnership entails a multi-year deal. It will see activations take place over digital platforms as well as during live events throughout the race weekends.
Ellie Norman, Chief Marketing Officer at Formula E, shared its ambition to bring the younger generation closer to motorsport. They’ll be entering a new age of “brand promotion through entertaining”:
“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.”
YouTube’s Champion ‘MrBeast’ Joins In
In the last few years, social media has become the main stage for content creators, and influencer marketing is growing significantly. Companies and brands choose to partner up with influencers as their ideal promotion strategy. It was a matter of time before the motorsport industry started to consider turning to creators. But in an oversaturated market of online personalities, the question was rather who would bring motor racing into their online brand?
MrBeast overtook long-time reigning leader PewDiePie to become the world’s most followed individual on YouTube. Ever since, he has amassed a record-breaking number of over 400 million subscribers on the platform. His channel remains a pillar in long-form content. Even in spite of the growing popularity of short-form content platforms like TikTok or Instagram. This proves MrBeast to be one of, if not the biggest, leader in content production. The personal brand he’s created is standing both the test of time and viewership.
As part of his philanthropic endeavours, he founded Feastables. The chocolate company prides itself on ethical sourcing. They also have embarked on a mission to eradicate child labour in the cocoa industry. They want to produce more fair chocolate, including only using only clean ingredients and recyclable packaging (Feastables Official Page).
Racing Toward a Greener Future
Formula E and Feastables share one clear mission: create a more sustainable world. Through carbon-neutral racing and ethical snacking, they’re both committed to creating a better world. It’s no surprise that two of the most sustainability-focused brands came together. Their story is urgent — and worth telling.
MrBeast’s brand is all about supporting organisations that aim to preserve nature. Better the health of the planet, and create a better life for the people. Formula E’s gutsy pursuit of bringing sustainability to motorsport while safeguarding the beauty and thrill of racing has brought it under the scrutinous eyes of the industry’s fans many times, yet this hasn’t made it any less devoid of excitement.
“Formula E is the future of motorsports and shares our vision at Feastables of taking on the world’s biggest and most immediate challenges […] Very excited for what we’re going to achieve together, especially for our fans — this is a fun one.” – Jimmy Donaldson (MrBeast), Feastables Founder
These shared values of sustainability lie at the heart of what drove one of the best-known online personalities to the world’s only motorsport to be certified net-zero carbon.
It’s Lights Out to a New Kind of Partnership
Indeed, fun is what the two brands have been focusing on. With two video collaborations, Formula E brought MrBeast into the cockpit. Back in March, during the Formula E EVO Sessions event, the YouTuber jumped behind the wheel of the GEN3 Evo car, the fastest electric race car in the world that significantly beats even a Formula 1 car’s 0 to 60 mph time.
“[…] This is more than a partnership — it’s a shared ambition to connect with a new generation through content […] We’re creating bold, original experiences for fans while driving meaningful commercial impact for both brands.” – Tiziana Di Gioja, Chief Revenue Officer, Formula E
The challenge proved itself to be a hassle even for the internet’s biggest adventurer, with MrBeast ending up in the barriers. Later, MrBeast took on the job to debunk a famous myth and answer the question of who is faster — a race car or a cheetah? The winner of the drag race was none other than the Formula E GEN3 Evo (regardless, the cheetah did give it a run for its money and prestige). This shows FE’s clear new strategy to turn to social media platforms and creator marketing to engage new fans:
The two videos combined gained well over 100 million views on YouTube. If there was anybody left questioning this collaboration, the point was definitely proven.
Creator Marketing Is the Chosen Strategy — But Is It Right for Motorsport?
Brands and influencers have been a match made in heaven over the last decade when it comes to marketing and promotion. But can this really be translated into the world of motorsport? Racing has always relied on trusted companies with strong reputations. The preferred choice was companies with a long-standing presence and reputation in their respective markets.
But the game has changed, and the fastest way to gain visibility is by staying relevant where it matters — in the online realm. Formula E might gain new viewers. But are MrBeast’s fans the right target audience for motorsport? Will they see it as more than just a trend? Will they appreciate it as a prestigious international sport, not just a trend?
One thing is for sure — Formula E and Feastables have waved the flag to a new era of brand identity in motor racing. But will this end up being just another trend?