Electric street racing series Formula E Championship has agreed what its describes as an “innovative” partnership with YouTube.
Starting from the first round of the 2018/19 season in Saudi Arabia, says it will be working together with some of the biggest and best online content creators to serve up nothing but the finest all-electric street racing action.
Kicking things off with a supplementary streaming service in the UK – with the ambition of expanding to other global markets – Formula E will show every E-Prix live on YouTube with guest appearances and influencer involvement throughout the course of the season.
Hosted live from a bespoke studio set-up at YouTube Space London, some of the best-known on-screen talent such as KSI will join renowned content creator and show anchor Laurence McKenna. Together, the pair will kick off the show with the season-opening SAUDIA Ad Diriyah E-Prix on December 15th
“I’m excited to be part of this ground-breaking and innovative project,” said Mckenna. “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.”
The list of alternating content creators will be revealed across official Formula E digital platforms in advance of each race and chosen from a pool of top influencer talent in collaboration with Goat – the leading global influencer marketing agency.
“Goat is delighted to be involved in this pioneering project,” said Arron Shepherd, Co-Founder of The Goat Agency. “After a successful season four, where together with Formula E we picked-up ‘Influencer Campaign of the Year’ at the International Performance Marketing Awards, it’s a privilege to be able to work with such an innovative brand on a truly ground-breaking project.”
“Additionally, to have YouTube as a partner in this alongside a stable of the top UK influencers will allow Formula E to engage with a new generation of fans like never before, bringing the traditional broadcast model into the 21st century.”
With an already successful YouTube account, which hosts unique content as well as the live streaming of Free Practice sessions ahead of every E-Prix, the partnership is the next natural step for the championship.
“Seeing YouTube creators centre stage for such an important sporting event is an exciting moment for YouTube, said Tomos Grace, YouTube’s Head of Sport, EMEA. “We look forward to working with Formula E on this first-of-its-kind project over the coming months.”
“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,” said Ali Russell, Media & Business Development Director at Formula E.
“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.”