Towards an Understanding of Side-Lining Environmental Sustainability in Formula E: Traditional Values and the Emergence of eSports

The electric racing series of Formula E is the motor sport‟s governing body‟s latest initiative to promote and generate more sustainable transport. The question remains however if its attempt to go “green” is simply a smokescreen for yet another commodity spectacle. By means of a mixed method approach, this study investigates the selfrepresentation of Formula E in relation to environmental sustainability and factors of commodification. Results suggest that Formula E makes use of marketing and educational advantages that come with adopting an environmentally sustainable approach to motor sport. Although this means Formula E does not escape the grasp of commodification, much like Formula One, it also implies that, probably for the first time ever, motor sport has taken a significant initiative to become more environmentally and socially sustainable.