Extreme E, the all-electric SUV racing series which launches in Saudi Arabia next week have expanded their audience reach after it was announced that they have signed a a three year broadcast contract with ITV, the UK’s largest commercial broadcaster.
The new deal will see ITV air a 20 part magazine show as well as all of the events live. Speaking about the news, Chief Marketing Officer, Ali Russell commented saying:
“I’m thrilled Extreme E will air on ITV with its reach to the screens of millions of households. The UK has a massive appetite for motorsport, but Extreme E is about much more than that, and I’m delighted ITV shares our common goal of protecting the environment through its sustainable practices, particularly having certification from Albert – the authority on environmental sustainability for film and TV.
“Niall Sloane and his team are amazing to work with and we are looking forward to making history with the world’s first sport for purpose!”
Niall Stone, Director of ITV Sport commented on the news saying:
Bringing ITV viewers the launch of an innovative motorsport that promises first class live action underpinned by an insight into the possibilities of sustainable technology is an exciting prospect. We’re looking forward to the opening event next month and beyond as the exclusive live UK broadcaster of Extreme E in the coming years.”
This new deal adds to ITV Sport’s portfolio of first class events, which includes exclusive free-to-air coverage of the England football team’s qualifiers for both the European Championship and World Cup, the FA Cup from next season, the 6 Nations and exclusive coverage of the Rugby World Cup, UK horse racing, the Tour de France and the French Open.
W Series champion and Veloce Racing driver Jamie Chadwick commented on the news saying:
With four homegrown drivers and three UK-based teams, it’s great news that ITV will broadcast Extreme E this year. I have no doubt that the partnership with ITV will not only raise awareness for environmental issues and gender equality but will also give viewers a fascinating insight into our pioneering new sport.”
Oliver Bennett, Hispano Suiza Xite Energy Team driver, said:
“It is amazing to see such an iconic and well-viewed UK channel such as ITV showcase the new Extreme E series that starts in April. Being a British driver, it is great to have widespread coverage locally highlighting Extreme E’s environmental movements and education. Seeing our team brand partner XITE Energy, a UK-based disruptive energy drink start-up, on national TV will also be a personal milestone bringing great pride to our team and racing efforts. I’m delighted ITV joins the championship’s strong list of global broadcasters.”