Michaella Snoeck joins Formula E as Chief Media Officer from January 2026, bringing over 20 years of media rights and broadcast experience from Formula 1, World Rugby, ESPN and the Olympic Games into the all electric championship’s next phase of growth.
Why Michaella Snoeck joins Formula E at a pivotal moment
Snoeck arrives after more than eight years at Formula 1, where she spent six years as Head of Media Rights. In that role she led F1’s global broadcast and distribution strategy, negotiated multimillion dollar rights deals, expanded coverage into new territories and helped shape the modern rights model that underpinned the series’ recent audience boom.
Before Formula 1, she worked at World Rugby across commercial and broadcast roles, including General Manager of Broadcast and Broadcast Operations and Media Rights Manager. Her CV also includes four and a half years at ESPN in sports distribution and content sales, plus on the ground experience as Domestic Broadcast Coordinator during the London 2012 Olympic Games. Earlier in her career she held production and broadcast roles with Laureus and Crown Business Communications.
That mix of premium motorsport, global tournaments and media operations puts her in a strong position to guide Formula E through a crowded sports rights landscape where discovery, accessibility and storytelling are as important as traditional TV reach.
What Snoeck will lead at Formula E
As Chief Media Officer, Snoeck will be responsible for:
- Leading Formula E’s global media and broadcast strategy
- Negotiating and managing media rights and distribution partnerships
- Working with broadcasters and platforms to build consistent, high quality coverage
- Expanding Formula E’s reach beyond its current 422 million fans worldwide
- Aligning TV, OTT and digital storytelling to bring the championship to new audiences
Her brief is clear: make Formula E easier to watch, more visible in key markets and more compelling to follow across an entire season, not just on race weekends.
Formula E CEO Jeff Dodds highlighted exactly that in the announcement, stressing her “proven history in elite sports” and “high impact media strategies” as central to the championship’s next growth phase. He also underlined how her background at Formula 1, World Rugby and ESPN gives her a deep understanding of both traditional broadcast and the evolving digital ecosystem.
A leadership change behind the scenes
Snoeck’s arrival coincides with the departure of Jonathan Salt, Formula E’s VP, Media, who leaves in January to join the English Premier League. Salt has spent more than five years shaping the series’ media strategy and leading its broadcast and media rights function.
Dodds thanked Salt for his contribution and framed Snoeck’s appointment as the next step rather than a reset: a handover that keeps continuity in place while adding a fresh strategic perspective from someone who has worked at the very top of motorsport’s media structure.
A wider signal for motorsport media
On a broader level, this move says a lot about where Formula E wants to position itself in the next cycle. By hiring the person who has been steering Formula 1’s media rights for the past six years, Formula E is making a very clear statement about:
- Competing for screen space with other global series
- Building long term, high value media partnerships
- Strengthening its presence in key markets while opening new ones
- Packaging electric motorsport in a way that feels modern, accessible and purposeful
Snoeck herself pointed to that “mix of innovation and purpose” as a key factor in her decision, stressing Formula E’s belief that sport can “push boundaries and create real impact”. Her goal now is to amplify that story, deepen relationships with existing partners and bring new fans into a championship that sees itself as a laboratory for the future of motorsport.
From 2026, how and where viewers watch Formula E will increasingly carry her fingerprints.
