Lola Yamaha ABT teams up with Living Things for London E-Prix debut

Lola Yamaha ABT has announced a new sponsorship deal with fast-growing UK drinks brand Living Things ahead of this weekend’s London E-Prix, introducing a dynamic new collaboration between sport and wellness.

The deal will see the Living Things logo featured on the side pods of the Lola T001 Formula E car as it takes to the track at the ExCeL Centre in East London. The all-natural, low-sugar soft drink will also be available throughout the paddock over the course of the double-header finale.

With five flavours and a focus on gut-friendly probiotics and prebiotics, Living Things has quickly emerged as a leading name in the functional drinks space. Now, its entry into motorsport marks another milestone in its rapid growth.

“We are extremely pleased to welcome our new partner, Living Things, to the Lola Yamaha ABT Formula E team,” said Keith Smout, Chief Commercial Officer at Lola Cars. “Bringing together the fastest accelerating single-seater race car with the fastest growing drinks company in the UK will help expose both parties to new audiences and create opportunities for engaging content and impactful collaboration.”

For Living Things, the partnership is as much about values as visibility.

“Formula E aspires to accelerate change to a more sustainable future, one race and one city at a time,” said Jonathan Relph, co-founder of Living Things. “That’s a mission we’re completely aligned with, as we work to shake up the drinks industry with healthier, more delightful options for consumers across Europe and beyond.”

The partnership is expected to feature not only branding and product placement but also content creation between the two teams, as they look to activate the sponsorship beyond the race weekend.

The 2024–25 ABB FIA Formula E World Championship concludes this weekend, on Saturday, July 26 and Sunday, July 27, 2025, with two races at London’s ExCeL Centre.

Details on where to watch the action available here.