OUTFRONT Media Partners with Formula E to Enhance Sports Marketing Presence

OUTFRONT Media Partners with Formula E for Major Marketing Initiative

OUTFRONT Media has taken a significant step in expanding its footprint within the sports marketing sector by becoming the official out-of-home (OOH) advertising partner for the 2026 ABB FIA Formula E Miami E-Prix. This partnership not only amplifies OUTFRONT's presence in the sports landscape but also enhances the Formula E brand's outreach, particularly in vibrant urban settings like Miami.

As part of this engagement, OUTFRONT Media will utilize its extensive network of high-impact digital billboards and transit media to promote the exciting events surrounding the Miami E-Prix. This includes an extensive city-wide campaign that showcases both the race itself and the thrilling spirit of Formula E across South Florida.

Lee Zohlman, the Partnerships Director at Formula E, expressed enthusiasm about the collaboration, stating, "Our entire Formula E team is excited to welcome OUTFRONT Media as the Official Out-of-Home Advertising Partner for the 2026 Miami E-Prix. OUTFRONT has been instrumental in capturing the spirit of Formula E, providing an incredible platform to amplify our message across the city of Miami and ensuring that the energy of the Miami E-Prix reaches fans exactly where they live, work, and play."

This one-year agreement allows OUTFRONT to leverage Formula E's intellectual property rights, enabling them to incorporate official branding elements into their marketing initiatives, thereby creating cohesive and engaging campaigns that resonate with local audiences. The first of these initiatives kicked off during the recent Miami E-Prix weekend, as the collaboration invites both fans and general commuters to connect with the high-performance electric racing series.

Additionally, OUTFRONT’s role as an integral media partner is further validated by its strategic collaborations with various major sporting and cultural events. Just last year, OUTFRONT partnered with the Bay Area Host Committee and the Los Angeles Sports and Entertainment Commission, reinforcing its position as a leading IRL media partner. Chris Mallen, OUTFRONT's Senior Director of Sports Marketing Partnerships, noted, "IRL media is a force multiplier for fan engagement. This partnership with Formula E represents a meaningful evolution in how live sports and IRL come together to connect brands to fans."

The creative campaigns developed by OUTFRONT will be designed to maximize visibility and interaction, featuring digital signage, banners in the fan village, and enhanced media backdrops. These elements aim to engage fans before, during, and after the race, effectively extending the weekend's excitement beyond the immediate vicinity of the track. OUTFRONT’s in-house creative agency, OUTFRONT STUDIOS, is coordinating the campaign, which will incorporate social media amplification, co-branded merchandise, and unique experiential touchpoints for participants.

What makes this partnership particularly compelling is OUTFRONT’s alignment with the sustainable ethos of Formula E. The company is committed to environmentally responsible practices and has made substantial strides toward sustainability, such as converting over 75,000 lighting fixtures to energy-efficient LED technology and nearly 100% of its vinyl canvases being recycled or repurposed. Further, OUTFRONT's ongoing support for public transit initiatives addresses common challenges by reducing the number of single-occupancy vehicles in urban settings.

As the only sport certified as a B Corp, Formula E is dedicated to both social and environmental responsibility, mirroring OUTFRONT's own sustainability efforts. With the trending popularity of electric racing, this partnership positions both brands at the forefront of a movement that seeks to redefine sporting events in line with contemporary values concerning sustainability and engagement.

For fans and advertising partners alike, this collaboration signifies a new chapter in how technology and sustainability can be intertwined with sports advertising, while also enhancing the visibility of high-stakes events such as the Formula E race. As OUTFRONT continues to explore innovative media strategies, its contributions promise to resonate within the dynamic landscape of modern sports marketing, encouraging engagement through impactful and relevant messaging.

In conclusion, OUTFRONT Media is poised to transform its role within the sports advertising realm through its collaboration with Formula E, utilizing creative campaigns and sustainable practices to foster deeper connections with fans across Miami and beyond.