The move formalises a relationship built over the past year, with the 33-year-old actor becoming a familiar presence at races across Miami, Mexico City, Monaco and London as the series looks to expand its cultural reach.
Speaking on the announcement, Formula E chief marketing officer Ellie Norman said in a statement: “We’re thrilled to welcome Lucien as an official Ambassador for the 2025/26 season.
“Lucien has been an incredible champion of Formula E - his passion for our sport is evident and his values align perfectly alongside our ambition to connect with youth audiences.
“He embodies the energy, style and forward-thinking spirit that defines our Championship, and we look
forward to amplifying our global cultural impact together.”
Laviscount is best known for his role as Alfie in Netflix’s hit series Emily in Paris, which has helped establish him as a global name across television, film and fashion.
His wider credits include Scream Queens, Snatch, Tinsel Town and Amazon’s Your Christmas or Mine?, with further international projects lined up, including People We Meet On Vacation.
Formula E believes that crossover appeal makes Laviscount a natural fit as the championship continues to target younger and more diverse audiences while maintaining its core message around sustainability and innovation.
Under the agreement, Laviscount will appear across selected races and creative collaborations throughout Season 12, featuring in broadcast moments, fan engagement activity, digital content and wider cultural activations designed to connect sport and entertainment.
Reacting to the announcement, Laviscount said: “Formula E has become such a special part of my life over the last year.
“The people, the purpose, the energy around every race - it’s unlike anything else in sport. I’m genuinely excited to officially join the family as a Brand Ambassador and to be part of the journey
throughout the 2025/26 season.
“I can’t wait for fans to see what we have planned.”
As part of his ambassadorial role, Laviscount will engage with teams and drivers across the paddock, contribute to creative storytelling initiatives and help champion the championship’s sustainability-led programmes.
The ABB FIA Formula E World Championship resumes in Miami, Florida on January 31, 2026, with Laviscount set to attend select races and activations across the 2025/26 calendar as the series continues to grow its global profile both on and off the track.
