What happens when the world’s fastest-growing ethical snack brand teams up with the planet’s most sustainable motorsport? You get Feastables x Formula E — a high-octane partnership between MrBeast’s confectionery startup and the ABB FIA Formula E World Championship.
Announced ahead of the 2025 Hankook Berlin E-Prix, this multi-season collaboration marks a bold move from both sides: Feastables becomes the Official Snacking Provider of Formula E, while Formula E gains access to one of the most influential digital audiences in the world.
But make no mistake — this isn’t a simple branding deal. It’s a signal. A signal that the future of sports partnerships lies at the intersection of sustainability, storytelling, and youth culture.
Breaking Down the Deal
The partnership includes:
- Product sampling at key E-Prix races
- Integrated event branding across the Formula E calendar
- Content collaborations between MrBeast and Formula E drivers
- Retail and digital activations leveraging Feastables’ ethical mission and Formula E’s green platform
It all kicks off in Berlin on July 12–13, where fans will experience Feastables in full throttle — both on and off the track.
MrBeast: From YouTube To The Pit Lane
MrBeast (Jimmy Donaldson) is no stranger to stunt-driven virality, and his brand has built a reputation around doing well by doing good. From ethically sourced chocolate to recyclable packaging, Feastables’ mission aligns seamlessly with Formula E’s sustainability-first ethos.
The partnership originated at Formula E’s EVO Sessions earlier this year, where MrBeast attempted to pilot the GEN3 Evo electric race car — a challenge that ended in a barrier crash, but also in a viral moment seen by millions. That debut sparked a wider creative alliance, culminating in his wildly popular video “Beat Neymar, Win $500,000” featuring Formula E driver Dan Ticktum — a content piece that’s already crossed 140 million views.
Formula E: Engineering Culture, Not Just Cars
For Formula E, this partnership isn’t just about brand visibility — it’s about cultural relevance.
“This is more than a partnership,” said Formula E CRO Tiziana Di Gioja. “It’s a shared ambition to connect with a new generation through content, culture, and purpose.”
With Ellie Norman, Formula E’s Chief Marketing Officer, adding: “Our ambition is to be the defining motorsport for youth culture.”
By aligning with MrBeast’s digital empire, Formula E isn’t just chasing reach — it’s embedding itself into global internet culture.
The Future of Sports Sponsorship
At 365247 Consultancy, we see this deal as a benchmark in next-gen sponsorship strategy. Here’s why this model is redefining the landscape:
1. Purpose x Pop Culture = Premium Value
Feastables isn’t your typical snack brand — and Formula E isn’t your typical sport. Together, they build a values-first narrative that resonates with Gen Z and Gen Alpha audiences.
2. From Activation to Entertainment
Today’s fans don’t just want branded moments — they want story-driven integration. MrBeast’s challenge videos, behind-the-scenes content, and viral storytelling deliver organic engagement that traditional ads can’t replicate.
3. Digital Distribution is the New Track Position
Feastables taps into Formula E’s global footprint. Formula E rides the wave of MrBeast’s 250M+ YouTube audience. The result? Global amplification at creator speed.
4. Youth Culture Is Now Commercial Strategy
Feastables helps Formula E become the motorsport of the internet generation. This is brand-building through relevance — not just reach.
Looking to Engineer Your Own Creator-Led Partnership?
At 365247 Consultancy, we design cutting-edge commercial strategies for brands, rights holders, and leagues looking to:
- Build culture-first sponsorship models
- Activate with digital-native creators
- Leverage sustainability as a growth driver, not just a CSR line
- Craft content ecosystems that fans want to engage with
Partnerships like Formula E x MrBeast aren’t anomalies — they’re blueprints. If you want your brand or league to lead the next cultural moment, let’s build it together.
