China: Extreme E partners with Douyin

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Extreme E, the new electric off-road racing series, has confirmed a partnership with Chinese sports content app Douyin.

As of August 2020, Douyin had over 600 million daily active users and 700,000 sports content creators. This huge community publish over 1.5 million pieces of content per day covering a diverse range of sports, which in turn highlights new and evolving trends in the sporting landscape.

Ali Russell, Chief Marketing Officer at Extreme E, said: “Douyin in China has a huge community of sports enthusiasts that Extreme E is delighted to be able to reach with this partnership.”

“Our digital collaborations are extremely important for sharing the messages of Extreme E and it is imperative we create partnerships like these to reach a global audience. One of the championship’s missions is to shine a light on the climate crisis and encourage change, and the only way we can achieve that is by reaching as many people as possible with our innovative digital and broadcast product.”

Douyin also helps promote the influence of sports stars through its comprehensive short form video, which supports activation of the sports market and also expands the commercial value of sport. The platform also increases awareness of the importance of sports and health and will look to expand its content and continue to spread sports culture to the people of China.

Sports Director at Douyin said: “Sports will never lack good stories, nor the touch and energy that stories bring us. Therefore, whether for public or niche events, we hope to help more users feel the charm of sports by providing a better platform and service. We need to use the capabilities of the platform to tell more touching stories. In the meantime, we will create more scenarios and forms to help users participate in and feel the charm of sports.”

The inaugural season of Extreme E will start in April 2021 with teams set to travel to five formidable locations to tell the story of the climate crisis. Not only will Extreme E race to highlight climate issues, the series will also leave a long-lasting positive impact through its Legacy Programmes.


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