Thank you for being here. You are receiving this email because you subscribed to Idée Fixe, the newsletter for curious minds. I’m Toni Cowan-Brown, a tech and F1 commentator. I’ve spent the past five years on the floor of way too many F1, FE, and WEC team garages, learning about the business, politics, and tech of motorsports. I hope you’ll stick around.
Formula E’s Evolution: Pushing Boundaries in Motorsports and Media
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One of Formula E’s defining traits has been its willingness to experiment - not just with technology and racing formats but also with media and fan engagement. It was one of the first motorsports series to embrace creators, launching a paid programme to introduce motorsport influencers to Formula E and their audiences. While the programme wasn’t perfect, it laid the groundwork for what’s possible when you invite fans and creators into your ecosystem. More than anything, it created new online conversations, driver and team fandoms, and a wealth of unique content.
From a competition standpoint, Formula E has never shied away from innovation. Its approach to race formats has been unconventional, from introducing Attack Mode and FanBoost (discontinued in 2023) to launching Pit Boost this year. Its unique ‘groups and duels’ qualifying format is another example of its inventive spirit.
The latest initiative capturing attention is Evo Sessions, a project designed to bring mainstream visibility to Formula E through creator-driven storytelling. The execution of this concept raises an interesting question: Is short-term buzz more valuable than long-term community building, and can you do both well? The very real power of creators/influencers is especially topical on the heels of the Sidemen charity match that brought together 38 creators and raised $6.1M for charity.
The Value of a Creator Programme
As creator investor Emily Herrera puts it, “Creators understand their audience better than most founders understand their customers. And that’s a powerful thing.” Just as customers have become more active participants in their purchasing decisions, sports fans have evolved into active participants in their fandom. Many have lost trust in traditional sports institutions, turning instead to athletes and digital creators to guide them into the next era of fan engagement.
This is precisely where an active and well-executed creator programme can make an impact. The lineup of creators and influencers at the Evo Sessions stood in stark contrast to the overused, recycled celebrities that Formula 1 continues to rely on. It also followed on the heels of Formula 1’s 2024 crackdown on creators, making it clear that Formula E is taking a different approach - one that understands cultural relevance, internet subcultures, and the importance of authenticity.
That said, one initial thing felt missing: proper introductions. Who were these 11 influencers and creators? What’s their backstory? Why do they care about Formula E? And why should fans care about them? Even as someone who is chronically online, I would have appreciated a proper introduction to these creators. They included Scott “Driver 61” Mansell (former racer turned motorsports YouTuber), Emilia Hartford (actress and automotive YouTuber), Cleo Abram (former Vox journalist and host of Huge If True on YouTube), and celebrities like Vinny Hacker and Brooklyn Beckham. Each was paired with a Formula E team, but their involvement and their why felt underexplained.
The concept as explained by Formula E: Evo Sessions is a motorsport-first that gives 11 personalities from the worlds of sport, tech and entertainment the unprecedented opportunity to get behind the wheel of the world’s fastest electric race car - the GEN3 Evo - and understand what it takes to reach the pinnacle of motorsport.
The MrBeast Effect
Then, of course, there was MrBeast (Jimmy Donaldson), who - as always - made headlines. His participation wasn’t part of Evo Sessions but rather a move by one specific team, Cupra KIRO. What was meant to be a quick fly-by and photo opportunity quickly turned into something bigger - arguably a testament to Formula E’s fun, accessible nature. But let’s talk about the actual impact of this stunt.
First, while this marketing coup three years ago, featuring MrBeast in 2025 feels… less exciting. Given the controversies surrounding him lately - ranging from allegations of sexual harassment and assault from employees (not directed at him but rather other employees and collaborators) to problematic and unsafe working conditions and even moldy snacks from his snack brand -it fell a bit flat.
His video, which has already racked up 26 million views, overshadowed all the interesting, educational and well-produced content from that weekend. And of course it did.
But let’s not be surprised that this was the outcome. MrBeast’s formula is no secret. He has openly stated:
“THIS IS WHY YOU MUST KNOW THE TITLE AND THUMBNAIL OF THE VIDEOS YOU ARE MAKING! How can you know how to start your video if you don’t even know what expectations the viewers have of you?” In other words he knows the title, the outcome and in many case even the thumbnail of his video even before he starts filming - this is what makes him one of the most popular YouTubers out there.
Screenshot | How To Succeed At A Mr. Beast Production
Now, I’m not saying he intentionally crashed a Formula E car - it takes serious skill to do that on purpose, even if he wanted to he probably wouldn’t be able to. But I am saying that, in terms of viral success, a crash was the preferred outcome. If his video had been titled, “POV: You just drove the most expensive car in the world,” it wouldn’t have hit the same numbers.
Is this anyone’s fault? Not necessarily. But it does highlight a stark reality: the media ecosystem rewards spectacle over substance. Do we need spectacle in motorsports? Absolutely. But it will only be meaningful if it is followed up or paired with interesting and useful content and a strategy that gives people a reason to stick around.
The Real Objective: What Does Success Look Like?
With a reported combined social media reach of over a quarter of a billion, the Evo Sessions undeniably made an impact. But the question remains: impact toward what?
Let’s break it down:
If the goal was social media reach, the numbers are undeniably impressive. But how many of these viewers will convert into actual Formula E fans? Will there be a spike in viewership for the Miami E-Prix in four weeks?
If the goal was to position Formula E as a creator-friendly brand, a true marker of success would be seeing Evo Sessions covered in The Publish Press (the go-to newsletter for creator economy news). Given that both Cleo Abram and MrBeast have been interviewed by Colin & Samir, this could happen.
The real value of a project like this isn’t just in raw numbers - it’s in authenticity of the exercise and in the connection the fans of these creators were able to make with Formula E through this experience. Was their curiosity piqued?
The Authenticity Factor: Lessons from the Grand Prix Explorer
Authenticity is hard to define, but I’ll illustrate it with an example of how it was done right in this space: Grand Prix Explorer.
Created by French YouTuber Squeezie (who has 19.4 M subscribers) in partnership with the 24h of Le Mans, this Formula 4 event brought together online creators for an actual race. The 2023 edition drew over 70,000 spectators in person and 1.35 million live viewers on Twitch.
What made it work?
Long-Term Storytelling – 24 creators didn’t just show up; they took their audiences on a multi-month journey, sharing their training, struggles, and anticipation for race day. That’s 24 different YouTube channels documenting the whole project.
Real Stakes – It wasn’t a one-off stunt but an actual motorsport event that felt earned. I believe even the FIA got involved and they got some serious training and time on track. Some drivers were even sadly cut from the competition for being too slow out on track.
Audience Buy-In – Viewers weren’t just passive watchers - they were invested in the competitors, the narrative, and the outcome.
This is where the difference between creators and influencers comes into play. Creators build communities; influencers create moments.
Is Formula E the Most Culturally Relevant Motorsport Series Today?
This is the question I keep coming back to. Formula E is at a crossroads:
If it leans into authentic creator-driven storytelling, it has the potential to be the most culturally relevant motorsport series.
If it chases short-lived viral moments, it risks fading into the social media churn.
It could also combine a creator-led approach with celebrity and influencer moments, because the reality is today’s media landscape needs it al,l including the traditional media.
Finally, this isn’t the first of its kind and definitely won’t be the last. I’m already hearing that other series (potentially in the endurance space) are planning a similar model.
I love this! And I love FE but it definitely feels like it’s currently on a bit of a knife edge between hitting the nail on the head or completely fumbling something that could be great - I guess time will tell!
I love this! And I love FE but it definitely feels like it’s currently on a bit of a knife edge between hitting the nail on the head or completely fumbling something that could be great - I guess time will tell!