Formula E has agreed a multi-year partnership with Feastables, the snack brand founded by YouTuber Jimmy ‘MrBeast’ Donaldson.
Contract:
- Feastables becomes the official snacking provider of Formula E
- Deal includes product sampling at select races, as well as event branding, content collaborations and fan activations
Context:
This marks Feastables’ first major partnership in motorsport, though the brand has previously ventured into sports through a collaboration with the National Basketball Association’s (NBA) Charlotte Hornets. MrBeast began working with Formula E in March, when he got behind the wheel of a Gen3 Evo car in Miami
The YouTuber, who has over 412 million subscribers – the most of any channel on the Google-owned platform – later produced two YouTube videos featuring Formula E driver Dan Ticktum to help promote the series to a wider audience. According to Formula E, the videos have collectively garnered 621 million views, although they did not exclusively feature Formula E.
Comment:
“Formula E is the future of motorsport and shares our vision at Feastables of taking on the world’s biggest and most immediate challenges, whether it’s our mission to source chocolate ethically and get kids out of cocoa fields and into classrooms, or their commitment to sustainability in motor racing,” said Donaldson.
“I’m very excited for what we’re going to achieve together, especially for our fans – this is a fun one.”
Ellie Norman, chief marketing officer at Formula E, added: “Our ambition is to be the defining motorsport for youth culture. Partnering with the MrBeast franchise allows Formula E to tap into one of the most powerful digital ecosystems in the world, driving global reach, cultural relevance, and direct access to the next generation of fans.
“We look forward to working closely with Jimmy and the team to create fan moments that promote both Feastables and our championship in ways that feel both new and exciting.”
Coming next:
The partnership gets underway from this weekend’s Berlin E-Prix, a double-header weekend with races on 12th and 13th July.
Go deeper:
- Idris Elba, MrBeast, and untapped potential: How Cupra Kiro plan to transcend Formula E
- Formula E losses nearly double to €78.3m in 2023/24
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