Hankook wins Formula E ‘Best Fan Experience’ award for the second time
Hankook, the exclusive tyre supplier and official partner of the ABB FIA Formula E World Championship, has been named the winner of the ‘Best Fan Experience of the Year’ award for Season 11.
This season, Hankook once again stood out with a bold and innovative marketing campaign showcasing its most advanced EV racing tyre technology.
As part of Formula E’s official fan festival programme, the Fan Village, Hankook attracted around 50,000 visitors across race venues in the US, Germany and London, earning recognition as the most fan-engaging partner brand and securing its second win following Season 9.
Hankook was highly praised for strengthening its connection with global motorsport fans both on-site and online through immersive content built on its innovative EV tyre technology, contributing to the broader popularisation of Formula E worldwide.
During race weekends, the company set up branded booths featuring its iON tyre line-up – the world’s first full-range EV tyre brand – including a DS N°8 car fitted with iON tyres.
Fans were also invited to participate in a variety of interactive experiences, including digital racing games, paper helmet crafting, and themed photo zones. Online events rewarded participating fans with race-day tickets, creating multiple touchpoints for fans to engage with the Hankook brand and experience the excitement of Formula E up close.
In April, during the 2025 Miami E-Prix, Hankook opened a beachside pop-up activation called ‘Hankook X FE Tube Shop’, designed as a tyre tube rental station to provide fans with unique, fun-filled experiences near the race venue. The activation drew highly positive reactions from visitors, generating around 120,000 online engagements shortly after the event, significantly boosting brand awareness and emotional connection with fans.
The company further reinforced its EV technology leadership through branded content created in collaboration with Formula E. In April, Hankook released the film ‘Electrified: Hankook iON X Formula E Technology’, featuring the GEN3 Evo iON Race tyre pushing to top speeds of 322 km/h on a Formula E race car in a high-intensity chase sequence, drawing significant attention worldwide.
Hankook also launched a special feature video for the London E-Prix powered by Google’s generative AI, Veo 3, and a collaboration teaser connecting Formula E and the World Rally Championship (WRC). These initiatives further expanded engagement touchpoints with global motorsport fans, strengthening Hankook’s position as a technology leader shaping the future of racing.
At the Evo Session held in March in Miami, 11 celebrities experienced first-hand Formula E race cars fitted with Hankook’s iON tyres — offering a thrilling behind-the-scenes look at how the tyre performs under extreme conditions, identical to those faced by professional drivers.
The company also furthered sustainability in motorsports by incorporating eco-friendly materials and energy-saving technology into its racing tyre compounds, helping reduce resource consumption while advancing innovation within Formula E.
In addition, as a presenting partner of FIA’s “Girls on Track” program — an initiative aimed at encouraging greater female participation in motorsports — Hankook offered racing experiences to over 1,000 aspiring female drivers during the 2025 Jakarta E-Prix, marking the program’s largest-ever engagement to date.
Looking ahead, Formula E’s Season 12 will kick off in Brazil this December, spanning 11 countries around the world. Hankook plans to continue building momentum for the championship by connecting with fans across borders and time zones, reinforcing its role as a key player in the future of electric motorsport.