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Ellie Norman of Formula E on Cultural Bridge-Building
Bringing electric motorsports to the masses
Ellie is the chief marketing officer of Formula E, the first FIA-sanctioned electric world championship and the first net-zero carbon sport since inception. Before joining Formula E, Ellie Norman spent two years as the chief communications officer at Manchester United. Earlier, Ellie served as the chief marketing officer at Formula 1 for five years. Other stints include senior roles at Virgin Media and Honda.
We spent two minutes with Ellie to learn more about her background, her creative inspirations and recent work she’s admired.
Ellie, tell us …
Where did you grow up, and where do you live now?
I grew up in the southeast of the U.K., in Kent, in the countryside, with a childhood that felt grounded and curious. Sport was always around, typically on a TV screen. I now live in West Sussex. It’s close enough to London to stay connected to the energy of culture and business. But far enough away to think clearly. That space, both literal and mental, matters when you’re leading a global brand.
What is your earliest sports memory?
Watching rugby at home with my family—the physicality, the noise, the rhythm! But my first formative sports experience was a trip to Le Mans in 1991 with my stepdad. It wasn’t just a race; it was atmosphere, theatre, community. That trip planted an understanding that motorsport is as much about emotion and environment as it is about engineering.
Who are your favorite sports team(s)?
I’ve had the privilege of working with Manchester United and Formula 1, brands carrying decades of legacy, expectation and global fandom. Being inside organizations like that teaches you the weight and responsibility of cultural relevance. Today, my focus and energy is with Formula E. We’re building a championship for where the world is going—electric, urban, innovative. Our mission is simple but bold: Make progress thrilling.
Who are your favorite athlete(s)?
Serena Williams redefined power and presence. Lewis Hamilton continues to expand what it means to be a modern driver. Earlier in my career, I had the privilege of working with Usain Bolt. What struck me wasn’t just the speed. It was the understanding of entertainment, personality and performance as one complete experience. That blend of excellence and charisma is incredibly powerful.
What is your favorite sports movie and/or show?
I worked on Drive to Survive during my time at Formula 1, alongside Sean Bratches and Ian Holmes. The show demonstrated that storytelling can unlock entirely new audiences without changing the core product. Sport doesn’t need to become something else. It needs to open up access.
What is your favorite sports video game, if you have one?
Games like EA Sports FC show how interactive platforms can build fandom before someone ever attends a live event. In motorsport, simulation and esports are increasingly important. When someone can race virtually before ever stepping into a grandstand, you’ve fundamentally changed the fan journey.
What is a recent project you’ve been part of that you’re proud of?
“EVO Sessions” at Formula E. We put global creators behind the wheel of the world’s fastest-accelerating electric race car and invited millions of digital-native fans into our sport in a new way. It wasn’t just content, it was cultural bridge-building. It proved that you can expand the audience without diluting the integrity of the competition. That balance is everything.
Can you share someone else’s recent work that you admire?
I admire how the NBA continues to operate at the intersection of sport and culture. They don’t just broadcast games, they embed themselves in music, fashion and creator ecosystems. From player-led content to collaborations that show up organically across social feeds, they understand that modern fandom is participatory, not passive. On an individual level, athletes like Lewis Hamilton are redefining what it means to be a sports personality. His move into film production, fashion and impact investment reflects a broader shift. Athletes are no longer just talent within a system. They’re platforms in their own right.
What can sports do that nothing else can?
Sport creates shared, unscripted human emotion at global scale. It compresses identity, drama and belonging into a single live moment. When harnessed responsibly, it doesn’t just reflect culture, it moves it.
What would you be doing if you weren’t working in the sports space?
I suspect it would involve travel and food. I’m endlessly curious about how cities express themselves through their food culture. The energy of a Tokyo backstreet coffee bar, a family-run trattoria in Italy, a street market anywhere in the world—those spaces tell you more about a place than any boardroom ever could.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
