Lola Cars and Warner Bros. Discovery have announced a strategic partnership to produce bespoke content for motorsport fans as part of a new combined market approach.
To kick off this collaboration, and in celebration of the theatrical release of DC Studios’ ‘Superman’ on Sunday, the Lola T001 driven by Zane Maloney and Lucas di Grassi for the Lola Yamaha ABT Formula E team featured an unmistakable livery.
The all-electric race car was wrapped in the blue, red and yellow of Krypton’s superhero, with the famous Superman shield adorning the chassis. Zane and Lucas also wore custom made race suits, resembling Superman’s own unique uniform.
The activation was the first step in a new long-term partnership between the two organisations, who will continue to work together to produce and distribute content related to Lola Cars’ current and future motorsport projects as it continues to drive innovation. This includes the Lola Yamaha ABT team, with the Warner Brothers logo being displayed on the car. The jointly-produced content will also bring to life the varied narratives of the team’s sponsors and partners.
The partnership also incorporates collaboration on sponsors, including the opportunity for Warner Brothers to sell sponsorship inventory and work together to add value for partners through enhanced media packages.
Lola Cars chief commercial officer Keith Smout said: “This partnership with Warner Brothers is a great milestone for Lola Cars, utilising the motorsport platform to create engaging content not only for our mutual benefit but also that of our sponsors. It’s an example of how we can build partnerships that go beyond traditional models and generate added value to all parties.
“To kick off this collaboration with a celebration of a film centred around one of the most recognizable superheroes is a statement of the impactful activations we plan to implement together. This is a fantastic opportunity for not only Lola Cars and the team, but Formula E as a whole, to reach new audiences and build excitement around this growing sport.”
Warner Bros. Discovery GVP Global Sales, Patrick Maitrot, said: “Superman is one of the planet’s most legendary and much-loved characters. By teaming up with one of the most world’s most exciting motorsport events and leader in motorsport engineering and technology in Lola Cars, together we will channel superhero energy and push the Lola T001 to the peak of its powers in Berlin.
“Our suite of global brands and IP is unmatched and by harnessing our creative capabilities through a unique activation that celebrates the electrifying action of both brands, we will amplify the excitement of Formula E and Superman fans around the world ahead of the race and film release.”
The livery and suits was used throughout both rounds of the Berlin E-Prix, which took place at Tempelhof Airport this weekend. Find out where to watch the action where you are here.
DC Studio heads Peter Safran and James Gunn are producing ‘Superman’, which Gunn directs from his own screenplay, based on characters from DC, Superman created by Jerry Siegel and Joe Shuster. ‘Superman’ is DC Studios’ first feature film to hit the big screen and is releasing in theatres worldwide from Warner Bros. Pictures.
Warner Bros. Discovery is the Home of the ABB FIA Formula E World Championship in Europe, with exclusive coverage of every race in the UK on TNT Sports with streaming on discovery+, and on Eurosport and HBO Max across Europe, including exclusive coverage in the Nordics, Poland, Spain and Turkey.
