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Hankook Tire has clinched the Best Fan Experience of the Year award for Formula E Season 11, marking its second win after a standout performance in Season 9. Renowned for its innovative electric vehicle (EV) tire technology, the global tire leader captivated fans through immersive marketing and engaging activations, solidifying its role in elevating Formula E’s global presence.
Key Highlights
- Second-time winner: Hankook Tire previously won the award in Season 9.
- Massive fan engagement: Attracted 50,000 visitors at Fan Village events in the U.S., Germany, and London.
- Innovative EV tire showcase: Highlighted the iON tire lineup, the world’s first full-range EV tire brand.
- Interactive experiences: Offered digital racing games, paper helmet crafting, and themed photo zones.
- Online impact: Generated 120,000 online engagements post-Miami E-Prix through the “Hankook X FE Tube Shop” activation.
- Sustainability focus: Incorporated eco-friendly materials in racing tire compounds.
- Supporting diversity: Engaged over 1,000 aspiring female drivers through FIA’s “Girls on Track” program.
Driving Fan Engagement Worldwide
Hankook Tire’s Season 11 campaign centered on its cutting-edge iON race tires, featured on DS PENSKE’s DS N°8 car. At race venues, branded booths showcased this technology, drawing fans into the world of electric motorsport. Interactive activities like digital racing games and photo zones created memorable experiences, while online contests offering race-day tickets deepened fan connections.
The Miami E-Prix in April 2025 was a highlight, with Hankook’s “Hankook X FE Tube Shop” pop-up activation. Designed as a tire tube rental station, it delivered fun, beachside experiences near the race venue, sparking significant online buzz with 120,000 engagements. This initiative amplified Hankook’s brand visibility and emotional resonance with fans.
Showcasing EV Technology Leadership
Hankook Tire reinforced its position as a pioneer in EV tire innovation through compelling content. The film Electrified: Hankook iON X Formula E Technology showcased the GEN3 Evo iON Race tire, capturing its performance at speeds up to 200 mph in a thrilling chase sequence. A special feature video for the London E-Prix, powered by Google’s Veo 3 AI, and a teaser linking Formula E with the World Rally Championship further expanded Hankook’s reach among motorsport enthusiasts.
At the Evo Session in Miami, 11 celebrities tested Formula E cars fitted with iON tires, offering fans a glimpse of the tires’ performance under extreme conditions. These efforts underscored Hankook’s technological leadership and commitment to pushing the boundaries of electric racing.
Commitment to Sustainability and Inclusion
Hankook Tire advanced sustainability by integrating eco-friendly materials and energy-saving technology into its racing tire compounds, reducing resource consumption while maintaining high performance. This aligns with Formula E’s mission to promote sustainable motorsport.
As a presenting partner of the FIA’s “Girls on Track” program, Hankook empowered over 1,000 aspiring female drivers at the 2025 Jakarta E-Prix, marking the initiative’s largest-ever engagement. This effort highlights Hankook’s dedication to fostering diversity in motorsport.
Looking Ahead to Season 12
With Formula E Season 12 set to begin in Brazil this December, spanning 11 countries, Hankook Tire plans to continue its momentum. By creating innovative fan experiences and showcasing its EV tire expertise, the company aims to further strengthen its role in shaping the future of electric motorsport.
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