Well, here’s a crossover episode we didn’t have on our 2025 bingo card: a Spanish performance car brand, a Marvel superhero team, and the finale of the all-electric Formula E world championship. In a move that’s as bold as its copper accents, CUPRA has teamed up with the 2025 Marvel Fantastic Four London E-Prix as the Official Race Partner, proving that the future of mobility is not just electric, but also fantastically entertaining.
The season-ender for the ABB FIA Formula E World Championship is set to light up the Excel London circuit on July 26-27, 2025, and CUPRA is planting its flag firmly on UK soil. This isn’t just a case of slapping some logos on the barriers; it’s a statement of intent from a brand that prides itself on being a “radical disruption” to the automotive industry.
The brand’s racing outfit, the CUPRA KIRO team, has been making some serious noise in the 2024/25 season, and not just because of its screaming electric powertrain. Decked out in a striking copper-and-yellow livery that’s hard to miss, the team has already proven it’s a force to be reckoned with. After securing a debut podium in Tokyo, they went one better and clinched their first-ever victory in Jakarta, demonstrating the kind of “relentless drive to challenge the status quo” that makes racing so compelling.
CUPRA isn’t just aiming for the traditional motorsport fan, either. They’re playing the long game by bringing electric racing to a whole new crowd. With investment from actor Idris Elba and a high-speed challenge featuring YouTube megastar Mr Beast going up against team driver Dan Ticktum, CUPRA is cleverly bridging the gap between the pit lane and pop culture. It’s a savvy move to hook a generation more familiar with viral videos than valve timing.
To showcase its vision of an electrified future, CUPRA will have its trio of standout models—the CUPRA Terramar, CUPRA Tavascan, and CUPRA Born—serving as the Official Course Cars for the weekend. It’s one thing to sponsor a race, but it’s another to have your road-going metal leading the charge, embodying the brand’s “progressive performance DNA” right there on the tarmac.
According to Marcus Gossen, the big boss for SEAT and CUPRA in the UK, the partnership is a meeting of minds. “This partnership brings together brands that share a bold vision for the future of mobility: one that is disruptive, and electric,” he said. It’s about connecting with a new generation through “performance, disruption and sustainability”.
For the team, the London double-header is more than just another race. Xavi Serra, Global Head of CUPRA Racing, noted, “It’s a special race for the whole team — and for Dan in particular — so coming back here feels meaningful”. With the home-crowd advantage for Ticktum, they’ll be ready to give it everything they’ve got, on and off the track.
Since its launch in 2018, CUPRA has been on a meteoric rise, selling over 800,000 cars and building a full portfolio that includes its first EV, the Born, and the best-selling Formentor. This partnership with Formula E, the world’s only net-zero certified motorsport series, isn’t just a marketing stunt; it’s a perfect reflection of a brand that believes real progress comes from shaking things up.
