As Formula E looks to grow its following to more than 500 million fans worldwide, it’s going to increasingly look to its partners to not only guide fans through electric vehicles, but create deeper insights and better race predictions for its broadcast graphics and fill its social media with race data.

“It’s very much thinking about how—in my role, in my group—do we build the fame of Formula E?” Norman said. “How do we make sure that we are easy to find and hard to leave?”