OUTFRONT Brings ABB FIA Formula E Branding Citywide for 2026 Miami E‑Prix

Miami streets become extension of ABB FIA Formula E weekend

OUTFRONT Media is named the Official Out‑of‑Home (OOH) Advertising Partner for the 2026 ABB FIA Formula E Miami E‑Prix under a one‑year agreement that grants OUTFRONT rights to use Formula E branding in marketing, creative executions and client activations beginning with the 2026 race. The company activates a city‑wide campaign across South Florida, deploying high‑impact digital billboards and transit media in and around Hard Rock Stadium and the Miami International Autodrome to carry the event’s imagery into daily city movement.

ABB brand exposure expands as OUTFRONT takes Formula E into urban life

The campaign positions ABB, the title sponsor of the FIA Formula E championship, to reach broader urban audiences by carrying the race’s messaging off the circuit and into commuter routes, retail corridors and transit hubs. OUTFRONT Senior Director of Sports Marketing & Partnerships Chris Mallen says in the release that in‑real‑life media acts as a “force multiplier” for fan engagement, a formulation that aligns with ABB’s goals of showcasing electric mobility and industrial technology to mainstream consumers. By treating OOH inventory as a “core media extension” of race weekend, the activation helps ABB convert the spectacle of on‑track competition into repeated visual encounters across the city.

Marketing strategists see the move as part of a wider shift in how motorsports and technology sponsors engage urban audiences. Formula E Partnerships Director Lee Zohlman praises OUTFRONT for amplifying Formula E’s message across Miami, and the campaign mirrors industry trends toward integrated, experiential advertising that ties intellectual property rights to real‑world activations. For ABB, whose corporate narrative emphasizes electrification and sustainable transport, the city‑wide visibility supports both brand recognition and broader public conversation about electric vehicle technology.

Activation mechanics and scope

Under the one‑year pact detailed in the Feb. 3 release, OUTFRONT receives Formula E intellectual property rights to deploy official branding in client campaigns and activations during the Miami E‑Prix, enabling advertisers to pair their messages directly with the event’s identity.

Wider portfolio and positioning

The announcement builds on OUTFRONT’s recent expansion into major sports and cultural moments, including partnerships with the Bay Area Host Committee and the Los Angeles Sports & Entertainment Commission. The PR release frames OUTFRONT as a leading U.S. OOH company and a specialist in IRL media, underscoring its role for advertisers seeking immersive ties to marquee events from the Super Bowl to global motorsports.