OUTFRONT's Miami OOH Campaign Brings Formula E and ABB's Electric-Mobility Message to City

Miami streets become an extension of ABB’s electric-mobility narrative

OUTFRONT Media is activating a city‑wide out‑of‑home (OOH) campaign around the 2026 ABB FIA Formula E Miami E‑Prix, a move that extends the electric‑mobility ecosystem beyond the racetrack and into daily urban movement. The company is named Official OOH Advertising Partner and Associate Partner of Change. Accelerated. Live: Miami under a one‑year agreement that grants OUTFRONT rights to use Formula E branding in marketing, creative executions and client activations beginning with the Miami race. By deploying high‑impact digital billboards and transit media across South Florida — notably around Hard Rock Stadium and the Miami International Autodrome — OUTFRONT positions its inventory as a core media extension of race weekend activity.

For ABB and the broader electrification industry, the activation reinforces Formula E’s role as a commercial and public platform for e‑mobility technology. ABB, as title partner of the FIA Formula E championship, benefits when event partners translate on‑track innovation into visible city narratives that reach commuters and consumers. OUTFRONT’s city‑wide presence is designed to amplify ABB‑aligned messages on sustainable transport, charging infrastructure and electric drive technologies by seeding them into everyday urban touchpoints rather than limiting them to paddock or broadcast audiences.

Industry executives frame the campaign as part of a shift in how live motorsport supports corporate objectives in electrification and smart cities. Formula E Partnerships Director Lee Zohlman praises OUTFRONT for amplifying the series’ messaging across Miami, while OUTFRONT’s Chris Mallen calls in‑real‑life media a “force multiplier” for fan engagement. The push to merge experiential race branding with transit and outdoor inventory reflects a broader strategy by sponsors and suppliers — including ABB — to generate measurable, immersive brand experiences that link technical innovation on track to consumer perception off it.

Broader event and sponsorship context

The deal builds on OUTFRONT’s expanding sports and events portfolio announced late last year, which includes partnerships with the Bay Area Host Committee and the Los Angeles Sports & Entertainment Commission, and underlines the company’s positioning as a preferred OOH partner for major cultural and sporting moments from the Super Bowl and World Cup to global motorsports.

Campaign mechanics and timing

The one‑year partnership begins with the 2026 Miami E‑Prix and grants OUTFRONT formula‑level IP usage for client activations. OUTFRONT’s activations emphasize large digital formats and transit placements to bring the race’s energy into the flow of city life, aiming to create tangible touchpoints that support sponsors’ broader electrification and mobility messaging.