Heading into a brand new generation of the ABB FIA Formula E Championship with the gen-2 cars making their debut at the season-opening Riyadh ePrix, the all-electric racing series is set to introduce a first-of-its-kind digital product for the upcoming season.
Formula E will be working with some of the biggest content creators as part of an innovative partnership with YouTube. Formula E will now show every race live on YouTube in the United Kingdom to act as supplementary coverage, with the series evaluating opportunities of expansion into other territories and markets in the future.
But what makes this partnership extra special is that the show will feature guest appearances from some of the biggest content creators in the bespoke studio setup at YouTube Space London, alongside regular host Lawrence McKenna.
This is with the directive to appeal to a younger demographic to help make the sport more accessible, with the all-electric racing series breaking the mould and reinventing the way fans follow and consume sports- to be in line with the viewing habits of a digitally-driven audience.
Ali Russell, Media & Business Development Director at Formula E, said: “We always try to push the boundaries of what’s possible at the ABB FIA Formula E Championship – not only developing innovations with the cars on track, but also with our experience and offering to fans trackside, at home and on the move.
“Coming together with like-minded companies such as YouTube to provide new ways to watch electric racing is what separates Formula E from other sporting properties and rights-holders.
“Working in tandem with some of the biggest names and influencers allows us to grow our existing audience, which is primarily a younger and more digitally-engaged demographic. This partnership truly fits their needs and viewing habits.”
Tomos Grace, YouTube’s Head of Sport, EMEA, was similarly enthusiastic, adding: “Seeing YouTube creators centre stage for such an important sporting event is an exciting moment for YouTube. We look forward to working with Formula E on this first-of-its-kind project over the coming months.”
Laurence McKenna, renowned content creator and show host meanwhile said that: “I’m excited to be part of this ground-breaking and innovative project. I believe Formula E is leading the way in how sport sets the agenda, with this generation and the next, and YouTube is the place to do that.
“As rights-holders they’re doing the smart thing by allowing creators and their audiences to decide how we consume the sport. Their faith in the platform and community is important.”
