Formula E’s Ellie Norman: Growing Fans Through Drivers & Influencers

Ellie Norman, a marketing executive who believes in the power of individual stories, is applying lessons learned at the pinnacle of motorsport to a rising electric racing series. Her career trajectory reflects a focus on connecting with audiences on a personal level, a strategy she believes is key to sustained growth in sports entertainment.

From Formula One to Formula E

Norman joined Formula One in 2017, shortly after Liberty Media’s acquisition of the series. At that time, Formula One was a well-established global property but lacked robust fan engagement. She spearheaded efforts to modernize the championship, emphasizing digital platforms and driver narratives to attract a broader audience. This included overseeing Formula One’s first major rebrand in 23 years.

Did You Know? Ellie Norman’s work at Formula One contributed to a diversification of the series’ fanbase around the world.

In October 2024, Norman transitioned to Formula E as its chief marketing officer, following a brief role with Manchester United. She notes that while marketing channels have evolved, the core principle of fan connection remains constant. “People buy people,” Norman stated, emphasizing the importance of showcasing drivers’ journeys, personalities, and interests beyond the racetrack.

A Different Challenge, Similar Principles

Growing the fanbase of Formula E presents a unique challenge compared to a heritage motorsport series like Formula One. Launched in 2014, Formula E positioned itself as a leader in sustainable sport, attracting automotive brands like Nissan, Audi, and BMW, as well as sponsors including DHL, Julius Baer, and Google Cloud. While sustainability remains central, Norman is also focused on highlighting the competitive excitement of the series.

Formula E’s audience is characterized as urban, open-minded, and progressive, with interests extending beyond motorsport to include technology, design, gaming, and fashion. The core demographic consists of millennials and Gen Z. Norman’s current objective is to “build our fame” by leveraging the influence of creators and micro-influencers.

Notable initiatives include Evo Sessions, featuring celebrities like Brooklyn Beckham and Sergio Aguero, and a sponsorship deal with MrBeast’s Feastables brand. These collaborations demonstrate a shift towards influencer-led marketing, complemented by a free-to-air media rights strategy, including a deal with ITV in the UK, designed to make Formula E “easy to find and easy to buy.”

Expert Insight: Norman’s approach reflects a broader trend in sports marketing, where authenticity and personal connection are increasingly valued by fans, particularly younger demographics. This strategy acknowledges that fans often engage with a sport *through* its athletes and personalities.

Looking Ahead

Formula E’s global fanbase reached 422 million by the end of season 11, a 13 percent increase from the previous campaign. Digital impressions surpassed 1.39 billion in 2025, with Evo Sessions accounting for 42 percent of total video views. Despite this growth, Formula E currently lacks the substantial media rights deals of more established sports.

The immediate challenge is to monetize this growing audience through media, sponsorship, and merchandise sales. Norman’s team aims to “make us hard to leave,” fostering a loyal fanbase that will drive long-term revenue. She believes this will create a “flywheel effect,” where audience growth fuels commercial opportunities and further investment in the series.

Frequently Asked Questions

What was Ellie Norman’s role at Formula One?

Ellie Norman was the global director of marketing and communications at Formula One from 2017 to 2022, overseeing a rebrand and efforts to increase fan engagement.

What is Formula E’s target audience?

Formula E’s fans are described as urban, open-minded, and progressive, with interests spanning technology, design, gaming, and fashion, and primarily consisting of millennials and Gen Z.

What is a key marketing strategy currently being used by Formula E?

Formula E is leveraging influencers and creators, such as through Evo Sessions and a partnership with MrBeast’s Feastables, to reach new audiences and build brand awareness.

As Formula E continues to grow its audience, will its focus on influencer marketing and accessible content translate into long-term financial sustainability and a secure position within the global motorsport landscape?