Lola Cars and Warner Bros. Discovery have entered a multi-year strategic collaboration centered around motorsport-themed content and sponsorships. The partnership kicks off with a Superman-themed livery launch at the Berlin E‑Prix, coinciding with the theatrical release of the new DC Studios film Superman.
The “Superman” Activation
- The Lola Yamaha ABT Formula E team’s Lola T001 race cars, piloted by Zane Maloney and Lucas di Grassi, will don a bespoke Superman livery. Expect DC’s iconic blue, red, and yellow palette, complete with the signature “S” emblem.
- Both drivers will debut custom race suits inspired by the theme.
- Warner Bros. Discovery’s logo will feature prominently on the vehicles as part of initial branding visibility.
Expanding the Collaboration
- The partnership will extend beyond visual design into co-produced motorsport content, including exclusive behind-the-scenes features, driver stories, and sponsor narratives.
- Warner Bros. will support sponsorship sales and creative media solutions, unlocking new avenues for brand value and audience engagement alongside Lola Cars.
What the Leaders Say
Keith Smout, Chief Commercial Officer, Lola Cars:
“This partnership lets us engage motorsport and entertainment audiences in innovative ways. Launching with Superman’s iconic presence aligns with the kind of impact we aim to deliver.”
Patrick Maitrot, GVP Global Sales, Warner Bros. Discovery:
“Pairing a legendary superhero with cutting-edge motorsport technology is a powerful creative match. This collaboration will amplify excitement for both Formula E and Superman fans globally.”
What Happens Next?
- The iconic livery and matching apparel will be featured during both rounds of the Berlin E‑Prix at Tempelhof Airport this weekend.
- As the collaboration unfolds, expect additional content drops, social activations, and cross-brand storytelling leading up to the global Superman theatrical release.
Why It Matters
This collaboration pushes beyond standard motorsport sponsorship-it’s a narrative-rich collision of entertainment IP and high-performance racing. By blending cinematic superhero energy with Formula E’s electrifying format, Lola and Warner Bros. Discovery are charting new territory in motorsport marketing and premium storytelling.
