Formula E strikes CBS Sports, Roku deals
June 27, 2023
By Colin Mann
All-electric motorsports series Formula E has revealed what it describes as “ground-breaking” new broadcast distribution partnerships in the US that will see long-standing partner CBS air more live races than ever before and introduce streaming platform Roku, as the streaming home of Formula E.
Beginning in January 2024, five races will air live on CBS Television Network and simulcast on Paramount+, with both channels already featured and integrated prominently on Roku’s platform. Roku users that subscribe to Paramount+ can easily enjoy the races airing on the service through the Paramount+ app on Roku’s Sports Experience. CBS Sports Network will also show one highlights programme per round.
The new partnerships, which mark Roku’s first-ever live sports rights acquisition, reflects growing interest in all-electric motorsport racing in the United States. Starting next season, 11 races in the ABB FIA Formula E World Championship will be available on free ad-supported streaming service The Roku Channel, and will also be easily accessible through the Sports Experience on Roku’s Home Screen.
Roku will also bring its audience a robust offering of Formula E library content, including Formula E’s docu-follow series Unplugged, as well as race previews, highlights, replays of all races and more.
Formula E, CBS Sports and Roku announced the multi-year broadcast deal for the US market following the first ABB FIA Formula E World Championship race at the Portland International Raceway in Oregon last Saturday which sold out. Formula E has confirmed that the series will return to Portland in Season 10 when the new broadcast partnership will be active.
“This is a powerful new partnership with CBS and Roku that will dramatically increase Formula E’s audience reach and maximise discoverability of our programming in the USA,” commented Aarti Dabas, Chief Media Officer, Formula E. “We value the strength of our ongoing relationship with CBS and are delighted to join forces with Roku and supercharge Formula E content on their market-leading platform.”
“It’s an honour to partner with Formula E on Roku’s first-ever live sports partnership, making it easier for millions of TV streamers to discover the thrill of Formula E races through the unique integrated viewing experiences only available on Roku,” declared David Eilenberg, Head of Content, Roku Media. “We look forward to working together with Formula E, as well as our longstanding partners at CBS and Paramount+, to drive viewership to this programming and to connect new audiences with the exhilarating world of Formula E.”
“Formula E is innovative and exciting racing, and we’re thrilled to expand our partnership and broadcast more live races across CBS and Paramount+,” added Billy Stone, Programming, CBS Sports.