Building a challenger brand through fandom with Formula E
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Building a challenger brand through fandom with Formula E
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Formula E has spent the last decade proving that motorsport can be fast, entertaining and sustainable. But building a global sport from scratch is about far more than what happens on the track.
In this episode of The Truth About, Emma Bartholomew sits down with Alex Aidan, VP of Marketing at Formula E, to unpack how one of sport’s biggest challenger brands is creating fandom in a crowded entertainment landscape.
From creator partnerships with MrBeast and the Sidemen to attracting audiences beyond traditional motorsport fans, Alex shares how Formula E is using culture, accessibility and community to fuel growth around the world.
The conversation explores what it really takes to build advocacy, why creators are replacing traditional media spend, how sustainability fits into the Formula E story, and why the future of sport marketing belongs to brands willing to take risks.
Plus, Alex reveals the surprising truth about what drew him to Formula E in the first place.
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