Formula E, the world's most sustainable motorsport, has partnered with Feastables, the ethical snacking company founded by the world’s number one social media creator, MrBeast (Jimmy Donaldson).
Under the agreement, Feastables exclusively becomes the Official Snacking Provider of the ABB FIA Formula E World Championship in a multi-season partnership, activating across digital platforms, live events, and retail integrations.
The collaboration marks Feastables’ first-ever major motorsport partnership and further reinforces Formula E’s strategy of aligning with innovative, sustainability-minded brands that resonate with youth, digital-first audiences.
The deal includes product sampling at select races, event branding, content collaborations, and activations aimed at enhancing the fan experience across the Formula E race calendar, leveraging MrBeast’s multi-billion-viewer audience and the excitement of Formula E’s motorsport credentials.
The GEN3 Evo proved to be too much of a challenge even for the internet’s most extreme taskmaster, ending with him crashing into the barriers on just his second lap, a moment that quickly went viral and brought fresh attention to the sport.
Building on that momentum, Formula E driver Dan Ticktum of CUPRA Kiro Racing appeared in MrBeast’s YouTube video ‘Beat Neymar, Win $500,000’, competing in a high-stakes challenge for a $100,000 charity prize.
The video, which has already reached over 140 million views, marked the first of several creator-led content collaborations between the two brands, including MrBeast’s most recent long-form content, ‘World’s Fastest Car Vs Cheetah!’.
Filmed in South Africa in full cooperation with the American Humane Society, this content also highlights the very real threat facing cheetahs, a species on the brink of extinction.