Formula E increased fan engagement by 50% and delivered sponsor value

Company

Formula E is the world’s first all-electric FIA World Championship, combining elite motorsport with a global mission to accelerate sustainable innovation. Racing in major cities around the world, Formula E engages a fast-growing global fanbase through live events, digital platforms and brand partnerships.

Fan engagement plays a central role in the Formula E experience – particularly around live race weekends – with opportunities to bring audiences closer to the action and create value for commercial partners.

Challenge

Formula E delivers fan engagement activations at every E-Prix, but these moments were difficult to scale and measure consistently across a global calendar.

While on-site activations captured attention, they didn’t always capture content, data or consent that could be used beyond the event itself. Fan interactions were often fleeting, with limited visibility into what fans did next or how engagement translated into longer-term value.

At the same time, partners such as Allianz needed more than awareness. Sponsorship activations had to show measurable outcomes and a clear link between fan participation and action.

Formula E needed a repeatable way to:

• Capture first-party fan data and consent across races
• Reuse fan-generated content across digital and marketing channels
• And, connect live engagement to meaningful outcomes for sponsors

Solution

Formula E partnered with Amondo to turn live race-day engagement into a shared experience shaped by fans – and into content and outcomes that delivered lasting value for its sponsors.

Across the Allianz E-Village and digital channels, Amondo gave Formula E a consistent way to involve fans, capture content and drive meaningful action at every E-Prix. 

Letting fans shape the race experience – on site and from home

Using Amondo’s Submission Tiles, Formula E gave fans a direct way to contribute photos and videos during each race weekend – whether they attended in person or followed from home. 

On-site, fans submitted content instantly within the E-Village. Formula E displayed those submissions live on Galleries across Allianz-branded screens, turning individual fan moments into part of the race-day experience, encouraging more fans to join in. 

Alongside this, Formula E launched a dedicated at-home Gallery, inviting fans watching remotely to contribute content and join in the same story. This brought remote audiences into the experience and extended participation beyond the circuit. 

Each submission captured permission and contact details in one step, building a growing library of rights-cleared fan content that Formula E and Allianz reused across social, digital and marketing campaigns long after race day.

"We’ve been able to use the race Imprint as a one-stop shop for all Formula E content – creating a simple user journey."

Emily Hirth, Digital Products, Formula E

Making sponsor value part of the fan journey

Formula E fully co-branded these experiences with Allianz, embedding the partner directly into the fan experience – not positioned as a logo around the content. 

Fan submissions appeared within the Allianz-branded environments on-site and online, aligning the sponsor with participation, excitement and community throughout the race weekend. 

The at-home Gallery also directed fans toward partner activations, driving traffic straight into Allianz content and experiences – extending sponsor value beyond the live event itself.

"It's great that we can deliver something really valuable to our partners, with no additional time and effort required from them."

Emily Hirth, Digital Products, Formula E

Turning participation into action

Alongside fan content, Formula E used Click-Through Tiles to drive clear next steps while fans were already engaged — including visiting partner destinations, downloading content, taking part in fan voting and exploring Formula E merchandise.

These prompts moved fans directly from participation to action and gave Formula E and Allianz a clear view of how engagement translated into measurable outcomes.

Rather than one-off activations, Formula E created a repeatable model that connected fan content, sponsor involvement and conversion across every race.

Results

The Amondo-powered experience delivered strong engagement and measurable value for both Formula E and its partners:

• 50% increase in page views compared to previous races, showing significantly higher fan engagement
• 300+ fan submissions per race, creating a consistent stream of consented, fan-generated content for reuse across marketing and partner channels
• 1 min 42 sec average session length, demonstrating sustained attention within the fan experience
• 8.6% partner promotion click-through rate, proving fans moved from content engagement to meaningful sponsor interaction

By bringing fan participation, content and partner activations into a single experience, Formula E increased engagement at each E-Prix while delivering measurable performance for sponsors – creating a repeatable model that scales across races.

"It was a pleasure working with Amondo. It was great to integrate our fans into the Formula E experience while racing was behind closed doors. Using Amondo has helped increase traffic to the website and various other digital products with its simple user journey."

Emily Hirth, Digital Products, Formula E