First time in Tokyo! A behind-the-scenes look at PR for the Formula E Tokyo E-Prix—the all-electric “F1,” with race cars topping 320 km/h racing through Tokyo Big Sight.

Hello, everyone!

My name is Takahashi from the Social Relations Department, Division 3, Public Relations Business Headquarters.

Many of you are likely familiar with Formula 1, the pinnacle of motorsport racing, also known as “F1.” In this article, I will introduce the appeal of Formula E—an all-electric series held for the first time on public roads in Tokyo—and walk you through the lead-up to race day from the perspective of the PR team.

The PR team primarily served as a bridge between Formula E Operations (FEO) and the Japanese media, handling tasks such as media invitations, event promotion, managing press accreditation applications, and coordinating interview opportunities.

What is Formula E?

Formula E is a formula car series that runs on electricity without using fossil fuels. One of its defining features is racing on public roads in city centers and resort destinations around the world. Twenty-two drivers across 11 teams take the wheel and deliver top-tier competition in race cars capable of speeds exceeding 320 km/h. First held in 2014, this year marks the milestone 10th season. In the past, races have been held in cities such as London, New York, and Rome, and this year features 16 races across 10 iconic cities, including first-time host cities such as Japan and Shanghai.

©︎Formula E

Building momentum for the Tokyo E-Prix

Ahead of the March 30 race, Tokyo Metropolitan Government and Formula E held a press conference on January 18. In addition to discussing the promotion of zero-emission vehicles (commonly known as ZEVs), they also unveiled a simulator that lets participants experience driving the Tokyo E-Prix course.

That Formula E could finally be held in Japan for the first time—after nearly a decade—was made possible by the passion and perseverance of Tokyo Metropolitan Government and Formula E. This was undoubtedly the moment that accelerated the momentum toward race day among the media and everyone involved.🔥

The PR team was constantly on the move—handling media check-in and guidance, coordinating the photo session, and distributing on-site reports after the event—but we were able to conclude everything safely and without incident.✨

©︎Formula E

©︎Formula E

The day before the race, in heavy rain

On the day before the race, practice runs and a track walk were held in heavy rain. While everyone wanted to familiarize themselves with the course ahead of tomorrow’s main race, the surface was extremely slippery—far from ideal conditions.

At the media center set up inside the halls of Tokyo Big Sight, a roundtable with Formula E CEO Jeff Dodds, as well as press conferences with drivers and team principals, were held. Also, photographing motorsports at top speed can be life-threatening for those behind the camera. For that reason, it is mandatory to attend a safety briefing, and once the training is complete, some staff and photographers are finally allowed to step onto the course…!

Race day at last!! The venue’s energy hits the max

On race day, more than 400 media representatives from Japan and abroad gathered at Tokyo Big Sight to cover the event. With practice starting at 8:00, staff arrived on site at 6:30. Because roughly half of this race course was made up of public roads, major traffic restrictions were imposed just before the start—so members of the media, carrying heavy equipment, streamed into the venue one after another.

At the Fan Village, which was opened to the public free of charge, a long line had already formed by the 7:00 opening. You could truly feel how eagerly people had been looking forward to the Tokyo event.

And unbelievably, there was also a special ride-along experience in a Porsche fitted with a race-spec engine! Racing through the same course as the drivers at tremendous speed was incredibly immersive, and it was also a moment that renewed my admiration for the drivers’ skill as they battled for the lead on such a narrow circuit.

©︎Formula E

Just before the race, there was also a grid walk experience reserved for stakeholders and invited guests only. Seeing the lined-up race cars up close was truly spectacular. Right beforehand, a ribbon-cutting ceremony was held by Prime Minister Kishida, Tokyo Governor Yuriko Koike, and Formula E CEO Jeff Dodds, and it really brought home that race day had finally arrived.

In the main race, the close battle between Nissan’s Oliver Rowland and Maserati’s Günther thrilled the crowd.

After the race, the awards ceremony held with fans and team members was a grand celebration, as Günther—who claimed his first win of the season at this event—stepped onto the podium and was celebrated with a champagne shower.

©︎Formula E

©︎Formula E

Formula E, held in Japan for the first time, has announced that next year’s Japan event will be a double-header on May 17 and 18, and an even more intense battle than this year is expected!

In the Sports Department, where I belong, we also handle PR for many other international competitions, and I would like to continue sharing the appeal of a wide range of tournaments and sporting events.