Superman Hits the Track as Lola Cars Partners with Warner Bros. Discovery

In a thrilling crossover of speed and superheroes, Lola Cars has teamed up with Warner Bros. Discovery to launch a long-term partnership that combines motorsport innovation with entertainment storytelling. The collaboration kicks off in style with a Superman-themed Formula E activation at the Berlin E-Prix, timed perfectly with the theatrical release of the new Superman film from DC Studios.

The Lola T001 race car, part of the Lola Yamaha ABT Formula E team and driven by Zane Maloney and Lucas di Grassi, will race with a bold new look inspired by the Man of Steel. Featuring the iconic red, blue, and yellow colour palette along with Superman’s unmistakable ‘S’ emblem, the car will become a rolling tribute to one of the world’s most beloved superheroes. The drivers will also sport specially designed race suits, making the collaboration instantly recognisable on and off the track.

This activation is only the first of many as Lola Cars and Warner Bros. Discovery embark on a wider strategic alliance. Together, the two companies will co-create content that brings motorsport stories to life for a new generation of fans, blending high-octane racing with the emotional impact and visual power of cinematic storytelling.

The partnership also includes a sponsorship element, giving Warner Bros. the opportunity to support sponsorship sales and collaborate on developing creative media solutions for Lola’s expanding commercial network. The Warner Bros. logo will appear on the team’s car and serve as a signal of a deeper relationship between the worlds of media and motorsport.

For Lola Cars, this partnership represents a new phase in how brands can go beyond traditional sponsorship and marketing models. Keith Smout, Chief Commercial Officer at Lola Cars, highlighted the significance of the initiative, stating that this collaboration is designed to bring value not only to Lola and Warner Bros. but also to all involved sponsors and fans. By aligning with one of the world’s most iconic characters, Lola aims to push the boundaries of fan engagement and content creation in Formula E.

Patrick Maitrot, Global Vice President of Sales at Warner Bros. Discovery, echoed that sentiment. He described Superman as a legendary global figure and noted the excitement of linking this superhero narrative to a real-world racing platform like Formula E. With the strength of Warner Bros.’ global brands and creative resources, the campaign aims to energise fans around the world and elevate both the sport and the upcoming Superman film.

The Berlin E-Prix at Tempelhof Airport will see this creative synergy in full action across both race days. As the Lola T001 hits the track dressed in its Superman armour, fans will witness a unique fusion of speed and storytelling that sets a new standard for cross-industry collaborations.

The Superman film, directed by James Gunn and produced by Peter Safran and Gunn under DC Studios, marks the studio’s first major feature release and will debut worldwide this summer. Its launch, paired with this motorsport spectacle, signals a new era in branded storytelling where heroes exist both on the screen and on the circuit.

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