Formula E, the pioneering all-electric global motorsport series, has inked a new partnership with Feastables, the snacking company founded by the world’s number one social media creator, MrBeast (Jimmy Donaldson).
Feastables has signed a multi-season collaboration with the ABB FIA Formula E World Championship, engaging across digital platforms, live events, and retail integrations beginning with the 2025 Hankook Berlin E-Prix on July 12 and 13.
The cooperation is Feastables’ first significant motorsport engagement, and it underlines Formula E’s objective of partnering with creative, environmentally conscious businesses that appeal to young, digitally savvy consumers. The agreement involves product sampling at certain races, event branding, content partnerships, and activations designed at improving the fan experience across the Formula E racing calendar, utilising MrBeast’s multibillion-viewership following and the thrill of Formula E’s sporting credentials.
Feastables and Formula E have partnered up to promote common environmental objectives such as ethical sourcing and recyclable packaging. Formula E, the world’s most sustainable motorsport, launched the collaboration in March, when MrBeast drove, and crashed, the GEN3 Evo electric race car, generating widespread attention.
Since then, Formula E driver Dan Ticktum has appeared in MrBeast’s film Beat Neymar Jr., Win $500,000, which has received over 140 million views. More creative partnerships, such as World’s Fastest Car vs Cheetah, emphasise both racing thrills and conservation efforts.
This is Feastables’ first big motorsports partnership, bringing product sampling, event branding, and fan activations to Formula E’s worldwide stage while connecting with youthful, digitally savvy fans via MrBeast’s extensive reach.
Jimmy Donaldson (MrBeast), Feastables Founder, commented, “Formula E is the future of motorsport and shares our vision at Feastables of taking on the world’s biggest and most immediate challenges, whether it’s our mission to source chocolate ethically and get kids out of cocoa fields and into classrooms, or their commitment to sustainability in motor racing. I’m very excited for what we’re going to achieve together, especially for our fans – this is a fun one.”
Jeff Housenbold, CEO of Beast Industries, said, “We are constantly looking for ways to improve the MrBeast experience and highlighting the important work we’re doing at Feastables – Formula E and the team behind it share our commitment to creating unforgettable experiences that connect with global audiences while making things better for our planet and its people in the process.”
Tiziana Di Gioja, Chief Revenue Officer, Formula E, said, “We’re excited to welcome Feastables into the Formula E family. This is more than a partnership – it’s a shared ambition to connect with a new generation through content, culture, and purpose. Together, we’re creating bold, original experiences for fans while driving meaningful commercial impact for both brands.”
Ellie Norman, Chief Marketing Officer, Formula E, said, “Our ambition is to be the defining motorsport for youth culture. Partnering with the MrBeast franchise allows Formula E to tap into one of the most powerful digital ecosystems in the world, driving global reach, cultural relevance, and direct access to the next generation of fans. We look forward to working closely with Jimmy and the team to create fan moments that promote both Feastables and our championship in ways that feel both new and exciting.”
