Actor Lucien Laviscount has been officially announced as a Brand Ambassador for Formula E for the 2025/26 season, formalising a relationship that eagle eye’d fans have been suspecting over the past year. The appointment places Laviscount at the intersection of sport, fashion an increasingly influential space as motorsport looks beyond the track and into wider cultural relevance.

Best known for his role as Alfie in Emily in Paris, but best known to us Brits for decades of iconic roles, his recent appearances across the Formula E calendar from Miami and Mexico City to Monaco and London have made him a familiar presence in the paddock

Formula E’s decision to appoint Laviscount reflects a broader shift in how global sports properties communicate with younger, style-conscious audiences. With its focus on electric innovation and net-zero carbon commitments. Laviscount’s fashion credentials are already well established. Lucien’s personal style has always come across as polished, modern, but approachable something that Formula E is no doubt hoping to bank on with this upcoming campaign.

Speaking on the announcement, he described Formula E as having become a meaningful part of his life over the past year, praising the community, purpose and atmosphere surrounding each race. His involvement will extend to engaging with teams and drivers, contributing to creative storytelling and championing sustainability-led initiatives throughout the season.

The Formula E 2025/26 calendar resumes in Miami on 31 January, where Laviscount is expected to appear as part of the championship’s ongoing cultural programming.

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