OUTFRONT & Formula E: A Green Partnership to Electrify Miami's Streets

NEW YORK, NY – February 03, 2026 – The roar of all-electric race cars in Miami will now be matched by a city-wide visual spectacle, as OUTFRONT Media has been named the Official Out-of-Home (OOH) Advertising Partner for the 2026 ABB FIA Formula E Miami E-Prix. The one-year deal positions the OOH giant as a key media partner for the world’s first all-electric racing series, signaling a deeper integration of sports, sustainability, and urban media.

The partnership grants OUTFRONT intellectual property rights for the Formula E brand, which it has already begun deploying across a vast network of high-impact digital billboards and transit media throughout South Florida. This collaboration aims to transform the race from a weekend event into an immersive, city-wide experience, bringing the energy of the track to the daily lives of residents and commuters.

A Strategic Pivot to High-Profile Sports

This announcement is the latest move in OUTFRONT's calculated strategy to dominate the 'in-real-life' (IRL) media landscape for major global sporting events. After divesting its college sports marketing segment in 2020, the company has deliberately pivoted towards partnerships with premier, large-scale cultural moments. This includes recent collaborations with the Bay Area Host Committee for Super Bowl LX and the 2026 FIFA World Cup, as well as a similar media partnership with the Los Angeles Sports & Entertainment Commission.

By aligning with Formula E, OUTFRONT adds a fast-growing global motorsport to its portfolio, reinforcing its position as the go-to media partner for brands seeking to connect with passionate audiences. The company's approach goes beyond static advertising, leveraging its in-house creative agency, OUTFRONT STUDIOS, and its innovation team, XLabs, to develop dynamic and experiential activations. These can include everything from 3D digital billboards and augmented reality experiences to projection mapping and drone shows, designed to capture attention and drive social media engagement.

"IRL media is a force multiplier for fan engagement," said Chris Mallen, OUTFRONT's Senior Director of Sports Marketing & Partnerships, in the official announcement. "This partnership with Formula E represents a meaningful evolution in how live sports and IRL come together to connect brands to fans." This evolution is about creating a pervasive brand presence that lives before, during, and after the main event, effectively turning the host city into an extension of the fan experience.

Electrifying Fan Engagement Beyond the Track

For Formula E, the partnership is a critical tool for audience expansion. The all-electric series, which races on city-center circuits, is now leveraging OUTFRONT's urban media footprint to amplify its message directly to its target demographic. The campaign for the Miami E-Prix, activated in and around the Hard Rock Stadium and Miami International Autodrome, is designed to meet fans and commuters in motion.

This strategy is backed by extensive research showing the power of OOH advertising in the sports world. A September 2025 study from the Out of Home Advertising Association of America (OAAA) found that nearly 60% of U.S. adults recall seeing an OOH ad for a major sporting event, and a staggering 90% of those who saw an ad took some form of action. This includes watching the event, discussing it with others, or engaging on social media—precisely the kind of engagement Formula E seeks to foster.

"OUTFRONT has been instrumental in capturing the spirit of Formula E, providing an incredible platform to amplify our message across the city of Miami," noted Lee Zohlman, Partnerships Director at Formula E. The goal is to ensure the energy of the Miami E-Prix reaches fans "exactly where they live, work, and play." By integrating the race into the fabric of the city through unavoidable, high-impact media, the partnership aims to build hype, drive tune-in, and solidify Formula E's brand identity in the competitive American sports market.

A Partnership Powered by Shared Sustainability Goals

Perhaps the most significant aspect of this collaboration is the deep alignment of values between the two organizations. Formula E is a global leader in sustainable sports. It is the world's first and only sport to be a Certified B Corp, has been Net Zero Carbon since its inception, and serves as a high-speed laboratory for the electric vehicle technologies that will shape future urban mobility.

This purpose-driven identity makes it a powerful partner for a company like OUTFRONT, which has been making its own significant strides in sustainability. OUTFRONT's initiatives include converting over 75,000 billboard lighting fixtures to energy-efficient LEDs, saving 70% in kilowatts per fixture, and recycling or repurposing nearly 100% of its vinyl canvases into consumer goods. The company also supports public transit systems—a core part of its business—which reduces the carbon footprint by taking cars off the road.

By partnering with Formula E, OUTFRONT not only gains access to a growing sports property but also publicly reinforces its own commitment to environmental responsibility. This alignment is more than just good PR; it's a strategic business decision that resonates with an increasingly eco-conscious consumer base and investors who prioritize ESG (Environmental, Social, and Governance) principles. The partnership allows both brands to visibly champion a sustainable future, using the powerful reach of OOH media to spread a message of positive change.

Capturing the Next Generation of Motorsport Fans

Formula E is on a remarkable growth trajectory. Its global fanbase recently swelled to 422 million, with its cumulative TV audience growing 14% year-over-year. The series has found a particular sweet spot with younger audiences, seeing significant engagement growth on digital platforms like TikTok. This partnership is a strategic move to capitalize on that momentum.

OOH advertising provides a direct line to the urban, diverse, and digitally native audiences that Formula E is courting. While 75% of its fanbase comes from a traditional motorsport background, the other 25% are drawn specifically by the series' sustainability message and innovative format—a segment that is poised for growth. By blanketing a key market like Miami with compelling visuals and branding, Formula E can capture the attention of potential new fans who may not be reached through traditional sports broadcasting.

With its unpredictable, wheel-to-wheel racing and a grid full of world-class manufacturers like Porsche, Jaguar, and Nissan, Formula E offers a compelling product. The challenge is cutting through the noise. This partnership with OUTFRONT provides a powerful, unskippable platform to tell its story, build its brand, and cement its status as the future of motorsport for a new generation of fans.