AbstractThis case examines Formula E (FE), the first all-electric racing series. To appeal to the millennial generation, FE had made big efforts to alleviate pollution, elitism and sexism perceptions from motorsport, yet it was not sure how to effectively reach and engage their target audience. The case is situated in between the second and third year of race operations, and describes a variety of digital innovations at FE, leveraging social, mobile, virtual reality, gaming, and artificial intelligence technologies. In the case, two key executives – the CEO and the Head of Digital at FE – appraise the initiatives and raise challenges ahead. The learning objectives include understanding: how to build a passionate and committed fan base locally and globally, not only during race days, but also in-between, under high uncertainty; the characteristics of (disruptive/digital) service innovation; and the varied possibilities and value of intertwining the physical and virtual world.