Jeff Dodds has long held the ambition of turning Formula E into the second-most popular motorsport series in the world – and he insists the championship cannot “stand still” despite eye-catching numbers across viewership and social media during the current season.
Bold initiatives were dreamt up by Dodds, who joined Formula E as chief executive in 2023, and chief marketing officer Ellie Norman as the all-electric series looked to broaden its appeal and hook new fans from outside of traditional motorsport bases.
