Outfront Secures Formula E Partnership, Expanding IRL Marketing Reach

Event summary

  • OUTFRONT Media has become the Official OOH Advertising Partner of the 2026 ABB FIA Formula E Miami E-Prix and an Associate Partner of Change. Accelerated. Live: Miami.
  • The one-year partnership grants OUTFRONT Formula E IP rights for marketing campaigns and client activations.
  • OUTFRONT activated a city-wide campaign across South Florida, utilizing digital billboards and transit media.
  • OUTFRONT has converted over 75,000 board lighting fixtures to LEDs, saving 70% in kilowatts per fixture.

The big picture

OUTFRONT’s partnership with Formula E signals a broader trend of OOH advertising companies seeking to align with high-profile, purpose-driven events to enhance brand perception and attract clients seeking impactful IRL marketing solutions. Formula E’s commitment to sustainability and innovation makes it an attractive partner for companies like OUTFRONT looking to demonstrate their own ESG credentials. This deal, combined with other recent sports partnerships, suggests OUTFRONT is actively positioning itself as a premium provider of IRL media experiences.

What we're watching

Brand Alignment
The success of this partnership hinges on OUTFRONT’s ability to authentically integrate Formula E’s brand values, particularly its commitment to sustainability, into its marketing efforts to resonate with a younger, purpose-driven consumer base.
IP Utilization
OUTFRONT’s ability to effectively leverage the newly acquired Formula E IP rights will be critical in attracting clients and demonstrating the value of the partnership beyond simple advertising space.
IRL Expansion
The extent to which OUTFRONT can leverage this partnership to expand its IRL media footprint and attract similar collaborations with other major sporting events will be a key indicator of its strategic direction.