Formula E may race on a closed circuit, but for the 2026 Miami E-Prix, its presence won’t be confined to the track. OUTFRONT Media, one of the largest out-of-home (OOH) companies in the U.S., has been named the Official Out-of-Home Advertising Partner of the 2026 ABB FIA Formula E Miami E-Prix, alongside serving as Associate Partner of Change. Accelerated. Live: Miami.

The one-year partnership makes OUTFRONT a core media extension of Formula E, using Miami itself as the canvas. With access to Formula E intellectual property, OUTFRONT can deploy official branding across marketing campaigns, creative executions, and client activations—starting immediately with the recently held Miami E-Prix.

For Formula E, the move reinforces a growing focus on meeting fans beyond broadcast and digital channels. For OUTFRONT, it’s another signal that IRL media is becoming central to how major sporting events scale attention in dense urban environments.

Turning a Race Weekend into a Citywide Moment

The partnership centers on amplification. OUTFRONT’s OOH network is designed to push the energy of race weekend into everyday routines—commutes, neighborhoods, and public spaces—well beyond the Miami International Autodrome.

“Our entire Formula E team is excited to welcome OUTFRONT Media as the Official Out-of-Home Advertising Partner for the 2026 Miami E-Prix,” said Lee Zohlman, Partnerships Director at Formula E. “OUTFRONT has been instrumental in capturing the spirit of Formula E… ensuring that the energy of the Miami E-Prix reaches fans exactly where they live, work, and play.”

That philosophy is reflected in a citywide campaign launched around Hard Rock Stadium and throughout South Florida. The activation includes digital signage, fan village banners, media backdrops, high-impact digital billboards, and transit placements—formats designed to reach fans and non-fans alike as they move through the city.

The creative was designed and produced by OUTFRONT STUDIOS, the company’s in-house agency, underscoring a broader industry trend: OOH providers increasingly acting not just as media owners, but as full-service creative and experiential partners.

IRL Media’s Growing Role in Sports Marketing

OUTFRONT describes itself as an “in-real-life” (IRL) media company—a framing that’s gaining traction as brands look to complement digital reach with physical presence. In a media landscape dominated by screens, live sports remain one of the few reliably mass, culturally relevant moments. OOH, by design, intersects directly with those moments.

“IRL media is a force multiplier for fan engagement,” said Chris Mallen, Senior Director of Sports Marketing & Partnerships at OUTFRONT. “This partnership with Formula E represents a meaningful evolution in how live sports and IRL come together to connect brands to fans.”

That evolution is visible across OUTFRONT’s recent dealmaking. Late last year, the company announced partnerships with the Bay Area Host Committee and the Los Angeles Sports & Entertainment Commission, adding to a portfolio that already spans tentpole events like the Super Bowl and World Cup. Formula E slots neatly into that strategy, particularly as global motorsports continue to attract younger, sustainability-conscious audiences.

Formula E, Sustainability, and Brand Alignment

Formula E’s all-electric racing series has long positioned sustainability as a core differentiator, not a side narrative. OUTFRONT is leaning into that alignment.

The company highlighted its own sustainability initiatives as part of the announcement, including converting more than 75,000 lighting fixtures to LEDs—cutting energy usage per fixture by roughly 70%—recycling or repurposing nearly all vinyl canvases, installing solar panels at major office locations, and supporting public transit systems that reduce single-occupancy vehicle use.

For marketers, that alignment matters. As brands increasingly scrutinize the environmental impact of their media investments, partnerships that combine reach, cultural relevance, and sustainability credentials are becoming easier to justify—and harder to ignore.

What This Means for Brands and Cities

The OUTFRONT–Formula E partnership highlights a broader shift in how large-scale events think about media. Instead of treating OOH as a supporting channel, it’s being used as connective tissue—linking the event, the city, sponsors, and everyday audiences.

For brands activating around Formula E, the deal opens access to official IP and high-visibility placements that operate before, during, and after race weekend. For Miami, it reinforces the city’s growing role as a global sports and entertainment hub capable of hosting—and amplifying—international events.

And for the OOH industry, it’s another reminder that physical media isn’t retreating in the digital era; it’s evolving. When paired with live sports, experiential design, and social amplification, IRL media can turn a single race into a citywide cultural moment.

Get in touch with our MarTech Experts.