Formula E picks UK agency to steer major CRM strategy

Formula E, the world’s first all-electric international single-seater racing series, has hired a new agency to deepen fan-engagement and focus on community and advocacy through a new CRM strategy.

UK-based agency Croud, which has offices in London and Shrewsbury, has been appointed to the brief following a competitive pitch managed by Formula E’s internal procurement team.

The series, which is officially the ABB FIA Formula E World Championship, was founded in 2014, and serves as a competitive platform to test and develop electric vehicle (EV) technology while promoting sustainable mobility in major city centres worldwide.

Croud has been tasked with driving long-term fandom by acquiring and retaining fans across key global markets, including the UK, US, and the DACH region.

The activity was previously handled primarily in-house, supported by technical partners like Google Cloud, which continues to provide generative AI and data analytics for “hyperpersonalised” fan experiences.

The agency will support Formula E’s newer content formats, such as Evo Sessions, where creators race Gen3 Evo cars and will work alongside Formula E’s other recently appointed partners, including M&C Saatchi Sport & Entertainment, which was selected in October 2025 to lead global brand and corporate communications.