Formula E is shaking up the world of motorsport hospitality—and not just for the VIPs. With the launch of its new online hospitality platform, created in partnership with Seat Unique, the all-electric racing series is making its premium race-day experiences easier to access, more inclusive, and more meaningful than ever before.
Forget velvet ropes and secret guest lists. Now, fans from around the world can book exclusive seats, gourmet meals, and even behind-the-scenes access at legendary tracks like Monaco, Miami, and Tokyo—all with a few clicks. Whether you’re a lifelong motorsport buff or just discovering the thrill of electric racing, this platform opens the door to experiences that used to be reserved for a select few.
Launched in 2014, Formula E combines the thrill of high-speed racing with a strong focus on sustainability and innovation. Unlike traditional motorsports, Formula E races take place in iconic urban locations like New York, Monaco, and Tokyo, bringing the excitement of racing right into the heart of the city. The series is known for pushing the boundaries of electric vehicle technology, showcasing some of the fastest-accelerating single-seaters on the planet.
Beyond the track, Formula E aims to inspire a cleaner, greener future by promoting electric mobility and raising awareness about environmental issues. It’s not just a race—it’s a movement toward a more sustainable world, blending sport, technology, and social impact in a unique and exciting way.
The new offerings, according to the press release, including the Electric Lounge and the EMOTION CLUB, aren’t just about fancy food and great views. They’re about getting closer to the heart of the action—think pit lane walks, racing simulators, and the chance to meet the drivers who are pushing the limits of what electric cars can do.
“This collaboration with Seat Unique represents a step forward in our approach to selling premium hospitality products and is ultimately driven by huge demand and interest in our growing sport,” said Darcey DZ Lingley, Premium Experience Director at Formula E.
Lingley continued that “…nearly 400 [million people] are attracted to and want to engage with the series, so this new platform offers them as well as commercial partners and prospects a seamless way to access and enjoy our exclusive race-day experiences worldwide.”
Making the paddock feel like home
But there’s a bigger story here. Formula E’s move isn’t just about selling tickets—it’s about breaking down barriers and inviting more people into the world of sustainable racing. By making these experiences more accessible, Formula E is helping to inspire the next generation of fans, engineers, and innovators. It’s a chance for young people to see up close how exciting and important clean energy and cutting-edge technology can be. In an industry often seen as exclusive and backed by massive investments, supporting new and younger fans is essential to building the future infrastructure of motorsport.
Seat Unique Founder and CEO Robin Sherry shared Lingley’s enthusiasm about the new partnership – “[i]t’s no surprise to us that excitement around Formula E is accelerating worldwide, and Seat Unique is helping both existing and new fans get closer than ever before to the action with VIP track experiences, racing simulators and driver appearances. We can’t wait to work with Formula E.”
Season 11 is a big one for Formula E, too. The series is rolling out the GEN3 Evo, a car that can go from 0 to 60 mph in just 1.82 seconds—faster than even today’s Formula 1 cars. It’s a bold statement about the future of racing and the power of electric vehicles.
Hospitality with a purpose
This new platform is about more than just luxury. It’s about using the excitement of race day to spark conversations about sustainability, technology, and community. By welcoming a wider, more diverse crowd into its hospitality spaces, Formula E is showing that the future of motorsport isn’t just fast—it’s fair, inclusive, and focused on making a difference.
Gen4 cars leading the race for full-time female drivers
Motorsport has traditionally been male-dominated, and Formula E is actively working to change that. The series recently partnered with the initiative More than Equal to better understand and reduce the barriers women face in racing full-time. Efforts include staging all-female test sessions and planning technical changes like integrating power steering in upcoming Gen4 cars to make driving more accessible for women.
Onboarding emerging talent vs. financial feasibility
Breaking into Formula E requires navigating a complex ladder of motorsport categories and accumulating enough experience and FIA Super Licence points. While the series offers rookie tests and free practice opportunities to emerging talent, the pathway remains competitive and challenging, especially for those without strong financial backing or established connections.
Unbeknownst to those outside the industry, Formula E races primarily on temporary urban circuits, which can lead to calendar uncertainties and fluctuating event commitments. This instability can make it harder for teams and sponsors to plan long-term investments. Additionally, the high costs associated with running electric race teams and developing cutting-edge technology remain a hurdle for new entrants.
The rapid evolution of electric vehicle technology, including the introduction of the GEN3 Evo car and upcoming Gen4 models, raises the technical bar for teams and drivers. Mastering these advanced machines requires significant resources and expertise, which can be a barrier for smaller or less experienced teams
Data is king and AI is ready for it
Formula E is harnessing the power of artificial intelligence (AI) to tackle some of its biggest challenges and make the sport more inclusive and competitive. Through a partnership with Google Cloud, Formula E has developed the Driver Agent, an AI-powered coaching tool that analyzes real-time telemetry data—like speed, braking, and acceleration—and provides personalized feedback to drivers. This levels the playing field by giving racers of all backgrounds access to expert-level insights, helping them improve their performance regardless of team resources
So whether you’re there for the food, the thrill, or the chance to see what the future looks like up close, Formula E’s new hospitality platform is inviting everyone to join the movement—one race at a time. Fans and prospective customers can explore and book hospitality packages by clicking here.
