Electric vehicle racing series Formula E has announced a new sponsorship agreement with the EMEA division of Disney.

Under the terms of the deal, the electric street racing series will help to promote Disney subsidiary Pixar’s new movie, Cars 3. The collaboration began at the Qatar Airways Paris ePrix on 20th May, and saw the media and entertainment giant benefit from extensive branding around the race circuit.

Additionally, the agreement will involve various trackside activations with the aim of engaging the next generation of sports fans, while both parties will be producing a series of content involving Formula E drivers which will feature across both organisations’ digital platforms.

Ben Padley, global marketing and brand director at Formula E, said: “Teaming up with Disney epitomises the uniqueness of the FIA Formula E Championship and our ability to engage the next generation of sports fans.

“Formula E races in the centre of the most iconic cities in the world and our collaboration with Disney is a truly authentic way to showcase our electric street racing series and the raw driving skills of our drivers.”

Tricia Wilber, chief marketing officer at The Walt Disney Company EMEA, said: “The Cars franchise and Formula E complement one another perfectly in creating an authentic and meaningful partnership, and we look forward to a great long-term collaboration between us.

“The drivers in the series embody the dedication and determination also seen with our characters and enable us to highlight the key qualities which anyone can use to be a champion.”

The 2016/17 FIA Formula E Championship continues with the Berlin ePrix in Germany this Saturday.