On February 3, 2026, OUTFRONT Media announced it had been named the official out‑of‑home advertising partner for the 2026 ABB FIA Formula E Miami E‑Prix, a race scheduled for Saturday, January 31, 2026. The deal grants OUTFRONT access to Formula E intellectual property rights, allowing the company to use official branding across its marketing campaigns and client activations during the race weekend.
Under the agreement, OUTFRONT will deploy high‑impact digital billboards, transit displays, and experiential activations throughout Miami, leveraging the event’s high‑profile audience of electric‑vehicle enthusiasts and sustainability‑focused consumers. The partnership also provides OUTFRONT with the right to use Formula E’s logos, trademarks, and event imagery in its own advertising collateral, creating a unified brand experience for clients and audiences alike.
This partnership builds on OUTFRONT’s recent expansion into sports marketing, following collaborations with the Bay Area Host Committee and the Los Angeles Sports & Entertainment Commission. It also dovetails with the company’s broader digital and AI‑enabled advertising strategy, which has focused on converting traditional out‑of‑home assets into data‑rich, programmatic platforms. By aligning with a high‑visibility, sustainability‑oriented event, OUTFRONT positions itself to attract brands seeking to reach a growing demographic that values clean technology and urban mobility.
The deal is expected to generate a new revenue stream for OUTFRONT, adding to its portfolio of premium urban events. While the exact financial impact has not been disclosed, the partnership is likely to enhance the company’s appeal to advertisers looking for immersive, high‑impact activations in a city that hosts a major Formula E race. The move also strengthens OUTFRONT’s competitive positioning against other OOH and sports‑marketing firms that are vying for similar high‑profile event rights.
"This partnership with Formula E represents a meaningful evolution in how live sports and IRL media come together to connect brands to fans," said Chris Mallen, OUTFRONT Senior Director of Sports Marketing & Partnerships. "It expands our reach into a new, sustainability‑focused audience and reinforces our commitment to delivering high‑impact, data‑driven advertising solutions."
Formula E has grown into the world’s first all‑electric, single‑seater racing series, and its Miami E‑Prix has a history of attracting global attention, having been held in 2015 and returning in the 2024‑25 season at Homestead‑Miami Speedway. The 2026 race will take place at the Miami International Autodrome, the same venue that hosts the Formula One Miami Grand Prix, and will feature a concert by Latin music star Farruko. The partnership aligns with Formula E’s sustainability focus and the broader trend of brands investing in green initiatives.
In summary, OUTFRONT’s official partnership for the 2026 Formula E Miami E‑Prix marks a significant milestone in the company’s sports‑marketing expansion, offering new revenue opportunities and reinforcing its position as a leading provider of immersive, data‑enabled out‑of‑home advertising solutions for sustainability‑oriented audiences.
The content on EveryTicker is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.