After announcing that CUPRA KIRO will remain a customer team of Porsche heading into the GEN4 era of Formula E, it has now been announced that the team partnership has been extended. CUPRA will remain a co-title sponsor of Kiro Race Co as the pairing extends the partnership.
CUPRA X Kiro Race Co
After departing ABT, CUPRA became the co-title sponsor of the Kiro Race Co, creating the CUPRA KIRO Formula E Team. Joining the grid for Season 11, the pairing have grown each year. Culminating in three pole positions, four podiums, and a maiden win, the partnership is going from strength to strength.
Off track, the team have also some standout activations, including a collaboration with MrBeast. They also partnered with film studios Marvel Studios and Amazon MGM Studios to promote the Thunderbirds* and Masters of the Universe films at the 2025 and 2026 Monaco E-Prix.
Kiro Race Co are under ownership of The Forest Road Company, and remain committed to elevate business through Formula E by partnering with industry-leading brands. CUPRA have a radical approach to automotive design and technology, aiming to inspire a new generation. The extension of this partnerships represents another milestone in both company’s ongoing commitment to electrification and performance. They have a focus on long-term commercial strategy and further growth, with new partnerships anticipated to come onboard.
What’s Being Said
“In Formula E, success is never built overnight. It’s built through consistency, trust, and long-term partnerships, so extending our relationship with CUPRA into the GEN4 era is fantastic news for everyone within the team. To have the continuation of the relationship in place before the current season has even reached its conclusion gives us a strong platform to continue building for the future.
Over the past two seasons, we’ve developed a relationship that is built on shared ambition and a desire to challenge convention. That very alignment has shaped how we’ve gone racing and has helped us to establish a clear, distinctive identity both on and off the track. We’ve already shown what we’re capable of achieving together, but I firmly believe that the best is still to come.”
~ CUPRA KIRO’s Team Principal, Russell O’Hagan.“CUPRA extending its partnership with Kiro Race Co serves as a powerful endorsement of both the platform we’ve built, and the commercial vision that underpins our organisation. Since day one, our ambition has been to create something that is more than just a team and as a result, we’ve built a business that enables world-leading brands to engage audiences through the unique intersection of sport, entertainment, and technology.”
~ Jon Wilde, CUPRA KIRO’s Commercial Director.
“We’re incredibly proud that CUPRA has chosen to continue that journey with us. Together, we’ll continue to challenge convention, drive meaningful change, and create long-term value both on and off the circuit.”
~ The Forest Road Company Managing Director, Jeremy Tarica.
As the team look towards the brand new GEN4 era, they remain committed developing distinct partnerships. Together, they aim to continue to push forward, with ambitions to fight at the front of the championship.