Formula E to promote Cars franchise through Disney link-up

The Formula E electric car-racing series has partnered with the EMEA division of Disney in a move designed to promote the entertainment and media company’s new movie, Cars 3.

The first phase of the partnership began at the Paris ePrix on May 20, with the Cars franchise benefiting from trackside brand exposure at the event in the French capital.

A life-size model art installation of Cars character Lightning McQueen was also on display at the eVillage zone during the event.

Trackside activities will continue during this weekend’s ePrix in Berlin, Germany.

Disney will also work with the series to produce monthly content featuring Formula E drivers. The content will be aimed at children and parents and will be showcased across Disney’s television and digital platforms, as well as Formula E channels.

Tricia Wilber, chief marketing officer at The Walt Disney Company EMEA, said: “The ‘Cars’ franchise and Formula E complement one another perfectly in creating an authentic and meaningful partnership, and we look forward to a great long-term collaboration between us. The drivers in the series embody the dedication and determination also seen with our characters and enable us to highlight the key qualities which anyone can use to be a champion.”

The partnership coincides with the July 14 UK cinema release of Cars 3.