Formula E appoints Will Brown as Chief Commercial Officer ahead of next growth phase

Formula E has announced the appointment of Will Brown as Chief Commercial Officer, with the role set to take effect in July 2026. Brown will join the championship’s Executive Leadership Team, reporting directly to CEO Jeff Dodds, and will be responsible for leading the ABB FIA Formula E World Championship’s global commercial strategy.

Proven global track record

Brown joins Formula E from Legends Global, where he currently serves as Senior Vice President and Global Head of Motorsport. He brings an extensive international commercial background, having delivered significant growth across elite sports and entertainment properties, including Audi F1 and Real Madrid.

Leadership perspective

Announcing the appointment, Jeff Dodds underlined the strategic timing of the move as Formula E prepares for its future evolution.

“I’m delighted to welcome Will to Formula E at such an important moment for the championship. As we look ahead to the GEN4 era, we have taken the opportunity to evolve our commercial structure to ensure we are fully set up to capitalise on the significant global momentum behind the series.

Will brings a rare combination of strategic clarity, international experience and a proven ability to deliver commercial growth at the highest level. He will play a critical role in shaping our next phase and further strengthening the value we create for partners, manufacturers and fans.”

Brown described the role as an opportunity aligned with both ambition and timing.

“I’m incredibly excited to be joining Formula E at such a transformative time. The championship sits at a unique intersection of world-class sport, innovation and sustainability, creating a powerful platform for global brands.

There is a clear ambition to scale and evolve the commercial proposition, and I’m looking forward to working with Jeff and the team to unlock new opportunities and build on the championship’s strong global trajectory.”

Strengthening the executive team

Brown’s arrival follows the recent appointment of Michaella Snoeck as Chief Media Officer, further reinforcing Formula E’s leadership structure as the championship continues to scale its commercial and media operations.