THE BRIEF.

Soapbox has been the retained UK PR agency for Formula E for the past two seasons, supporting the championship across the UK and helping to drive awareness, media engagement and excitement around its biggest moments.

​

The 2026 season finale at ExCeL London marked the final Formula E race at the venue before the championship moves to Brands Hatch next season. With the drivers’ and teams’ Championships still on the line, the season came down to a dramatic final few laps, creating a major sporting story and fitting finale to Formula E’s time in London.

​

STRATEGY.

Our strategy was focused on building anticipation around the London finale while using key moments throughout the season to demonstrate the speed, technology and entertainment at the heart of Formula E.

​

With GEN4 representing a new era for the championship, we supported Formula E in building excitement around its arrival, using the car’s first public UK appearance as a major media hook.

​

Soapbox was on the ground at the Goodwood Festival of Speed as Formula E unveiled its fastest-ever single-seater. CUPRA KIRO driver Dan Ticktum took the all-new GEN4 race car up the famous hill for its first public appearance in the UK, providing a powerful opportunity to showcase the next generation of Formula E to motorsport and mainstream audiences.

​

For the London finale, we looked beyond traditional motorsport media to tap into the wider cultural appeal of the event. With AJ Tracey performing across the weekend and actor Lucien Laviscount attending, we created opportunities to position Formula E at the intersection of sport, music and entertainment, helping the event reach new audiences.

​

EXECUTION.

Ahead of the final race, we supported media engagement around the GEN4 reveal at Goodwood, putting the new car and the future of Formula E firmly in the spotlight.

​

Across the London race weekend, members of the Soapbox team were on the ground managing media activity and facilitating access throughout the event. We hosted 10+ media in the Emotion Club, providing an exclusive vantage point from which to experience the final London race, alongside access to the grid and opportunities to take part in Electric Laps.

​

We also leveraged the presence of Lucien Laviscount, arranging media opportunities around his attendance and securing coverage across The Mirror, The Sun and Reach plc, extending the Formula E story into mainstream entertainment and celebrity media.

The weekend attracted a strong mix of national, sports, lifestyle and digital media, including The Times, Daily Mail, Metro, SPORTbible, The Sunday Times, Square Mile and Reach’s MyLondon.