Formula E unveils 'Influencer Tribe', The Offset

16 Apr 2021

By: Sport Industry Group

Formula E has unveiled a new ‘influencer tribe’ The Offset, which will be tasked with introducing new audiences to the sport.

A group of 50 creators will be part of the ‘tribe’ with the initial 25 members holding long-term relationships Formula E and coming from the UK. However, the series says this will extend over time to include wider international markets. 

At launch, The Offset will include RuPaul’s Drag Race UK finalist Bimini Bon-Boulash (pictured above), sport and entertainment presenter Josh Denzel, YouTube sensation Joe Weller and supercar vlogger Shmee150. The all-electric racing series says the group has been chosen for its ‘diverse’ communities, meaning it can reach audiences with a ‘range of cultural and lifestyle passion points’.

"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."

Members of The Offset are a ‘blend of the real and virtual world’ according to Formula E, and will help it to connect with ‘new Gen Z audiences’, as well as creating positive change.