Superman Hits Formula E: Lola Cars & Warner Bros. Unite

Superman Soars onto the Racetrack: Lola Cars and Warner Bros. Discovery Launch Bold Formula E Partnership

Motorsport and pop culture collided in spectacular style this weekend as Lola Cars and Warner Bros. Discovery unveiled a multi-year partnership, electrifying the Formula E circuit with a special Superman-themed livery. This collaboration isn’t just about eye-catching visuals—it marks the start of a strategic alliance that promises to bring fresh energy, creativity, and storytelling to global motorsport audiences.

A Superhero Debut at the Berlin E-Prix

To celebrate the release of DC Studios’ new Superman film, the Lola Yamaha ABT Formula E team’s T001 car—driven by Zane Maloney and Lucas di Grassi—hit the track at Berlin’s Tempelhof Airport decked out in Superman’s iconic blue, red, and yellow colors. The car proudly displayed the famous ‘S’ shield on its chassis, instantly turning heads and capturing imaginations. The drivers themselves joined the fun, donning race suits inspired by Superman’s legendary costume, making them look as if they’d just stepped out of a comic book and onto the grid.

More Than Just a Paint Job

While the Superman livery made for thrilling visuals, this partnership goes far deeper. Lola Cars and Warner Bros. Discovery have committed to co-developing original content for motorsport fans, spotlighting the stories behind the Lola Yamaha ABT team, its sponsors, and partners. The Warner Bros. logo will now feature on the team’s vehicles, symbolizing a new era of collaboration between entertainment and engineering.

This partnership also includes integrated sponsorship initiatives, with Warner Bros. Discovery supporting sponsorship sales and co-developing media packages to maximize commercial value for all parties involved.

A New Model for Sports Marketing

Keith Smout, Chief Commercial Officer at Lola Cars, called the partnership a “great milestone,” explaining that it “utilises the motorsport platform to create engaging content not only for our mutual benefit but also that of our sponsors.” He emphasized that this is about building partnerships that go “beyond traditional models and generate added value to all parties.” The Superman activation is just the first of many planned, aiming to draw new audiences to Formula E and build excitement around the sport.

Patrick Maitrot, GVP Global Sales at Warner Bros. Discovery, added, “Superman is one of the planet’s most legendary and much-loved characters. By teaming up with one of the world’s most exciting motorsport events and a leader in motorsport engineering and technology in Lola Cars, together we will channel superhero energy and push the Lola T001 to the peak of its powers in Berlin.” He highlighted the unmatched global reach of Warner Bros.’ brands and the creative potential of this partnership to excite both Formula E and Superman fans worldwide.

Timed with Superman’s Big Screen Return

The Berlin E-Prix Superman activation is perfectly timed with the global launch of DC Studios’ Superman, directed by James Gunn and produced by Peter Safran. The film, based on characters created by Jerry Siegel and Joe Shuster, is DC Studios’ first theatrical release and is set to soar into cinemas around the world this summer.

What’s Next?

This Superman livery is just the beginning. Lola Cars and Warner Bros. Discovery will continue to create and distribute content around Lola’s motorsport programs, using the combined power of sport and storytelling to engage fans, sponsors, and new audiences. The partnership is expected to introduce more superhero-themed activations and innovative marketing strategies, blending the worlds of racing and entertainment like never before.

Why It Matters

• Brings together two powerful brands: Lola Cars’ engineering legacy and Warner Bros. Discovery’s entertainment might.
• Expands the reach of Formula E: Attracts new, younger audiences through pop culture tie-ins.
• Innovates sports marketing: Moves beyond traditional sponsorships to create immersive, story-driven experiences.
• Sets the stage for future collaborations: Fans can expect more creative activations and content as the partnership evolves.

With Superman now racing alongside the world’s best drivers, the future of Formula E looks more thrilling—and heroic—than ever.