Formula E has signed a sponsorship deal with Disney EMEA that will see branding for the new Cars 3 movie appear at the Berlin ePrix this weekend.
It will also see the two organisations produce a series of content with Formula E drivers giving insight into what they believe it takes to be a champion.
It will be aimed at both kids and parents, and will be shown on Disney’s TV and digital platforms.
The deal emphasises the growing strength of Formula E as a brand, with the series able to attract sponsors that have not been previously involved in global motorsport.
Speaking about the deal, Ben Padley, Global Marketing and Brand Director at Formula E, said the deal emphasised how unique Formula E is.
Padley said, “Teaming up with Disney epitomises the uniqueness of the FIA Formula E Championship and our ability to engage the next generation of sports fans.
“Formula E races in the centre of the most iconic cities in the world and our collaboration with Disney is a truly authentic way to showcase our electric street racing series and the raw driving skills of our drivers.”
Disney meanwhile said Formula E perfectly complimented the Cars franchise, but also talked up the long-term nature of the deal.
Tricia Wilber, Chief Marketing Officer at The Walt Disney Company EMEA, said, “The ‘Cars’ franchise and Formula E complement one another perfectly in creating an authentic and meaningful partnership, and we look forward to a great long-term collaboration between us.
“The drivers in the series embody the dedication and determination also seen with our characters and enable us to highlight the key qualities which anyone can use to be a champion.”