Formula E is giving celebrities exclusive access by allowing them to drive the same cars (GEN3 Evo) that professional drivers race in Miami.
Everything You Need to Know About the Evo Sessions
A total of 11 celebrities have teamed up with Formula E drivers and their respective teams to take on the challenge at the Miami International Autodrome.
This initiative is part of Formula E’s ongoing efforts to expand its audience and promote the excitement of all-electric motorsport to new fans.
Who Is Driving in Miami?
The 11 celebrities who were chosen for this once-in-a-lifetime opportunity in Miami by Formula E are:
- Brooklyn Peltz Beckham (entrepreneur from the UK)
- Sergio Agüero (former Premier League, La Liga and Argentina football player)
- Cleo Abram (tech content creator from the US)
- Emelia Hartford (actress and record-breaking car builder from the US)
- Vinnie Hacker (multi-hyphenate creative from the US)
- Tom Felton (actor from the UK)
- Supercar Blondie (automotive creator and entrepreneur from Australia)
- JUCA (leading automotive content creator and motorsports enthusiast from Mexico)
- Driver 61 (pro driver and creator from the UK)
- Yes Theory’s Ammar Kandil (YouTubers creators)
- Theo Baker (sports content creator from the UK)
This diverse group of influencers and creators, each with a significant social media presence, brings a wide variety of unique audience demographics to the table.
Many of them have already attended Formula E races or have a background in covering motorsports and sports content.
Since its establishment in 2014, Formula E has continuously set new examples on how to adapt and modernise motorsport to reflect the interconnected, digital world.
The series has travelled across the globe. It primarily uses city and temporary circuits in major urban centres, demonstrating its commitment to sustainability and net-zero goals.
Additionally, each generation of Formula E cars has introduced exciting changes. This shows fans that the sport is as dynamic as it is sustainable.
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What’s This All About?
Formula E recently introduced an initiative called Evo Sessions. It offers celebrities the chance to experience life behind the wheel of the GEN3 Evo, the world’s fastest electric race car.
The aim was to give them a deeper understanding of what it takes to succeed at the highest level of motorsport.
Each Formula E racing team partnered with a celebrity and guided them through every stage of preparation, including:
- Training sessions
- Simulator practice
- On-track driving
- Personalised hardware adjustments
- Driver coaching
- Engineering briefings
This unique experience provided an inside look at the demanding process that professional drivers go through to hone their skills.
While fans usually see drivers racing around the track with helmets on, this initiative aimed to reveal the unseen side of motorsport – the grit, preparation, and teamwork beneath the surface.
The journey from beginner to racer was documented through the participants’ perspectives and shared across social media platforms.
To cap it off, a full-length documentary will be released later in 2025. It will offer a comprehensive look at the dedication and effort it takes to become one of the best.
When Are They Driving in Miami?
The build-up to this event took place over February and March, with teasers and clips shared on social media.
This underscores the growing role of marketing in modern motorsport and highlights why internet celebrities were brought on board.
The celebrities finally got their chance to drive the GEN3 Evo at the Miami International Autodrome on March 7-8.
The social media content captures both the exhilarating highs and the inevitable lows of racing.
For instance, MrBeast spun the car and ended up crashing. Meanwhile others, like Sergio Aguero, were so hooked on the adrenaline that they didn’t want to slow down or get out of the car.
These partnerships will likely continue as having that celebrity partnership helps bring in more fans to the newer sport, showing the talent and excellent competition in Formula E.
For those eager to catch the action in person, the Miami e-Prix on April 11-12 where you can enjoy the Magic City.
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Where Are They Driving in Miami?
Miami has become a massive sporting city, and even more so in recent years after the Miami International Autodrome finished construction in 2022.
Since its debut as a Formula 1 venue, the track has hosted several high-profile racing events. These include F1 Academy races, and now, Formula E has joined the list.
Formula E’s choice of The Magic City may have been influenced by the innovative marketing strategies employed by the circuit’s organisers to engage the U.S. audience. One example is their collaboration with former Haas team principal and Drive to Survive star Guenther Steiner.
The circuit is situated at Hard Rock Stadium, home of the Miami Dolphins NFL team. It features a 5.41-kilometre track with elevation changes, 19 corners, three straights, and three DRS zones.
This layout allows participants to experience the technical demands of certain sections – like the tricky turns 14 and 15 – while also enjoying the indescribable thrill of the GEN3 Evo’s raw speed.
With its mix of high-speed, medium-speed, and low-speed corners, the track presents unique challenges, from perfecting the racing line to nailing the apex of each turn.
Why Are They Driving in Miami?
Formula E CEO Jeff Dodds explained the reasoning behind Evo Sessions:
“The initial reaction when I presented the concept of ‘Evo Sessions’ to our teams and partners was, ‘this is wild!’ – which is when I immediately knew we had to bring it to life.
“We wanted to do something that has never been done before in motorsport; something that would give audiences and our fan base a unique perspective into the world of a Formula E driver, through the eyes of some of their favourite online personalities.”
He also emphasised the sport’s goal of reaching half a billion fans by 2030. By collaborating with popular figures in mainstream culture, they aim to attract a broader and more diverse audience to Formula E.
Motorsport, and Formula E in particular, is increasingly aware of the diversity among its growing fan base. The growing fan base is younger, more female, and more ethnically diverse. FE is working to make sure these fans feel welcomed and represented.
A standout initiative that reflects this is Formula E’s partnership with FIA Girls on Track. The initiative aims to inspire and educate young girls about the opportunities available in motorsport.
Through free activities, workshops, and behind-the-scenes access at every Formula E-Prix, the program provides insight into various roles within the industry. These encourage young girls and women to pursue careers in what has historically been a white, male-dominated sport.
Another notable effort was the all-women’s pre-season test held on November 8 in Madrid. This was the first FIA event of its kind. This groundbreaking event gave 18 female drivers, aged 18 to 36, the opportunity to experience electric racing firsthand.
Formula E continues to highlight the message that, with hard work and determination, anyone can become a racing driver – regardless of gender or background.
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Main Photo
Credit: IMAGO / HochZwei
Recording Date: 05.05.2022
