Lola cars and Warner Bros. Discovery announce multi-year partnership with Superman Livery

Lola Cars and Warner Bros. Discovery have entered into a strategic partnership to co-develop content aimed at motorsport audiences, as part of a broader collaborative marketing initiative.

To mark the beginning of this association and coinciding with the theatrical release of DC Studios’ Superman, the Lola T001 race car - driven by Zane Maloney and Lucas di Grassi for the Lola Yamaha ABT Formula E team - will feature a themed livery inspired by the character. The all-electric car will incorporate design elements referencing Superman, including the classic blue, red, and yellow color scheme and the ‘S’ emblem. Both drivers will wear specially designed race suits for this event.

This activation represents the initial step in a wider collaboration between Lola Cars and Warner Bros. Discovery. The two entities will continue to jointly create and distribute content connected to Lola’s ongoing and upcoming motorsport programs, including the Lola Yamaha ABT team. The Warner Bros. logo will appear on the team's vehicle as part of this association. Content will also spotlight stories from the team’s sponsor and partner ecosystem.

The agreement extends to sponsorship initiatives, with Warner Bros. having the opportunity to support sponsorship sales and co-develop media solutions designed to enhance value for commercial partners.

Keith Smout, chief commercial officer, Lola Cars: “This partnership with Warner Brothers is a great milestone for Lola Cars, utilising the motorsport platform to create engaging content not only for our mutual benefit but also that of our sponsors. It’s an example of how we can build partnerships that go beyond traditional models and generate added value to all parties.

“To kick off this collaboration with a celebration of a film centred around one of the most recognisable superheroes is a statement of the impactful activations we plan to implement together. This is a fantastic opportunity for not only Lola Cars and the team, but Formula E as a whole, to reach new audiences and build excitement around this growing sport.”

Patrick Maitrot, GVP global Sales at Warner Bros. Discovery, said: “Superman is one of the planet’s most legendary and much-loved characters. By teaming up with one of the most world’s most exciting motorsport events and leader in motorsport engineering and technology in Lola Cars, together we will channel superhero energy and push the Lola T001 to the peak of its powers in Berlin. 

“Our suite of global brands and IP is unmatched and by harnessing our creative capabilities through a unique activation that celebrates the electrifying action of both brands, we will amplify the excitement of Formula E and Superman fans around the world ahead of the race and film release.” 

The livery and suits will be used throughout both rounds of the Berlin E-Prix taking place at Tempelhof Airport this weekend. Find out where to watch the action where you are here.

DC Studio heads Peter Safran and James Gunn are producing ‘Superman’, which Gunn directs from his own screenplay, based on characters from DC, Superman created by Jerry Siegel and Joe Shuster. ‘Superman’ is DC Studios’ first feature film to hit the big screen and is set to soar into theatres worldwide this summer from Warner Bros. Pictures.