Formula E Taps YouTube Stars in 'EVO Sessions' to Reach New Audiences

Formula E is partnering with top UK YouTube creators for a special 'EVO Sessions' event in Saudi Arabia, aiming to leverage their massive combined audiences to attract a new generation of motorsport fans. The one-day competition will pit teams of influencers against each other in the series' GEN3 Evo race car, with the entire event streamed live on the championship's YouTube channel.

Why it matters:

This strategic move represents a direct play for the attention of Gen Z and younger millennials, demographics that traditional motorsport has sometimes struggled to engage. By putting the cars in the hands of personalities like Behzinga and Vikkstar, who command follower counts in the tens of millions, Formula E is bypassing conventional marketing to access a pre-built, highly engaged community. The success of this format could redefine how racing series connect with future fans in the digital age.

The details:

• The event is scheduled for February 15th in Saudi Arabia, ahead of the Diriyah E-Prix race weekend.
• Formula E has partnered with Arcade, the production company behind the massively popular Sidemen YouTube group.
• Creators will be split into two teams: Senõr Frogs, led by TheBurntChip, and Team QuickStars, captained by Vikkstar. The full lineup for Vikkstar's team will be revealed on February 7th.
• Other confirmed participants include Behzinga, WillNE, Arthur TV, and Izzy Hammond.
• The format involves a "genuine competitive" setup where the creators will drive the all-electric GEN3 Evo car.
• This follows the inaugural EVO Sessions last year in Miami, which featured celebrities like Brooklyn Beckham and former footballer Sergio Agüero.

What's next:

The live stream on February 15th will be the immediate test of this audience-growth strategy. Formula E CEO Jeff Dodds stated the series has "stepped up a gear" this year to create a uniquely entertaining experience. If successful, this influencer-led model is likely to become a staple of Formula E's promotional calendar, potentially inspiring similar initiatives from other racing series seeking to expand their digital footprint and cultivate a younger, global fanbase.