Formula E brings in Levy Merchandising as global e-commerce supplier

Formula E, the all-electric motor racing series, has announced a significant partnership with Levy Merchandising, a retail arm of the global hospitality brand. This collaboration marks a multi-year agreement that designates Levy Merchandising as the exclusive worldwide e-commerce supplier for Formula E. Additionally, Levy will hold licensed product rights for the series, overseeing the digital retail operations on a global scale.

Overview of the Partnership

Levy Merchandising’s role will include the design and launch of a new range of fanwear specifically tailored for Formula E enthusiasts. This initiative is expected to enhance the overall e-commerce experience for fans, providing them with premium and customized retail options. The partnership aims to align with Formula E’s commitment to using sport as a vehicle for positive change, emphasizing responsible merchandising.

Statements from Key Executives

Vinny Clark, the Chief Executive at Levy Merchandising, expressed enthusiasm about the partnership, stating, “We believe world-class merchandising must be delivered with world-class responsibility. Formula E leads in using sport as a powerful force for positive change, and we are excited to push this message forward together.” He emphasized the importance of delivering a premium e-commerce experience that meets the expectations of fans.

Sanjay Shivaram, Formula E’s Brand Licensing and Retail Director, echoed this sentiment, highlighting that the e-commerce offering is a crucial touchpoint for fans. He stated, “We’re pleased to be partnering with Levy Merchandising to elevate our e-commerce offering, giving our fans the bespoke retail experience they expect.”

Impact on Formula E’s Commercial Strategy

This partnership comes at a pivotal time for Formula E, as the series is already five rounds into its 12th season. The next E-Prix is scheduled to take place on March 21, 2026, in Madrid, Spain. The collaboration with Levy Merchandising is part of a broader strategy to enhance the commercial appeal of Formula E, which has recently seen an influx of partnerships, including a new deal with Japanese electronics firm TDK. TDK is set to become the title sponsor of the upcoming 2026 Tokyo E-Prix, marking a significant milestone for the series.

Recent Developments in Formula E

In addition to the partnership with Levy Merchandising, Formula E has been actively expanding its commercial footprint. The series recently announced a significant deal with Cupra, a brand under the Spanish carmaker Seat. These partnerships are indicative of Formula E’s growing influence and appeal within the motorsport industry, particularly as it continues to attract major brands and sponsors.

Future Prospects

The collaboration with Levy Merchandising is expected to not only enhance the fan experience but also contribute to the overall growth of Formula E’s brand. As the series continues to innovate and expand its reach, the focus on e-commerce and merchandising will play a crucial role in engaging fans and generating revenue. The emphasis on sustainability and responsible merchandising aligns with the values of the sport, making it an attractive option for brands looking to associate with positive change.

Conclusion

The partnership between Formula E and Levy Merchandising marks a significant step forward in the series’ efforts to enhance its e-commerce capabilities and provide fans with a tailored retail experience. As Formula E continues to grow and evolve, collaborations like this will be essential in maintaining its position as a leader in the motorsport industry.

Frequently Asked Questions

Note: The information provided in this article is based on the latest announcements and developments in the Formula E series as of February 2026.