Formula E has unveiled an 'influencer tribe', called The Offset, which have been introduced to bring in new audiences to the sport.
50 creators will become part of the tribe, with 25 members holding long-term relationships with Formula E and coming from the UK. The series have confirmed that this will extend to wider international markets.
The group includes the likes of RuPaul's Drag Race UK finalist Birmini Bon-Boulash, entertainment presenter Josh Denzel, YouTuber Joe Weller and supercar vlogger Shmee150.
The group members have been selected for their diverse communities and their reach into a range of different audiences, according to Formula E.
"Formula E was founded to catalyse positive change, attracting fans by combining intense and unpredictable all-electric street racing with a higher purpose as we race for better futures,” Katie Traxton, Chief Communications Officer, Formula E.
“The Offset is a unique, original and influential tribe of advocates, headed up by recognisable Gen Z cultural icons. Starting now, we will work together over the long-term to open a dialogue with new audiences and inspire the next generation of fans who want edge-of-seat sporting action without compromising on their values."
Bimini Bon-Boulash added: "I can't wait to partner with Formula E this season. It is a racing series which has sustainability and inclusion at its heart and that fits really well with my ambitions. Promoting sustainability is so important, so that we can help to save the planet for the next generation."
Author: Jake Wilkin