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Influencer Talent to Present Races with YouTube Partnership

Pool of top influencer talent to present Formula E races live in UK with YouTube partnership…

Photo: Formula E

The ABB FIA Formula E Championship is set to introduce a first-of-its-kind digital product for this coming season – working together with some of the biggest content creators to reach new and younger audiences as part of an innovative partnership with YouTube.

Starting with a supplementary streaming service in the UK – with the ambition of expanding viewing opportunities in other territories and eligible markets – Formula E will show every E-Prix live on YouTube with guest appearances and influencer involvement throughout the course of the season.

The on-screen talent will host each show from a bespoke studio set-up at YouTube Space London, with regular anchor Laurence McKenna sitting alongside rotating content creators such as KSI – who has almost 20 million subscribers and will form part of the presentation team for the SAUDIA Ad Diriyah E-Prix on Dec. 15.

In a bid to continue opening-up the fully-electric series to a younger demographic and making the sport more accessible than ever before, Formula E is once again breaking the mould and re-inventing the way fans follow and consume sports – in line with the viewing habits of a digitally driven audience.

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.

Building on the successful partnership with Goat – who were appointed ahead of last season – the ABB FIA Formula E Championship recently received recognition at the highly-acclaimed International Performance Marketing Awards, collecting the accolade for ‘Best Influencer Marketing Campaign’.

“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 Formula E’s media and business development director Ali Russell.

“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.”

Laurence Mckenna, renowned content creator and show host, added: “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.”

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  1. Avatar


    October 31, 2018 at 11:04 am

    I’m happy that they chose Youtube as it will make much easier for the UK fans to follow the racers – I was already watching the live races on Youtube using VPN. I don’t care for the ‘influencers’ though…

    • Avatar


      October 31, 2018 at 2:16 pm

      Agree about the influencers. I expected it to be YouTube only this season so I’m intrigued to see where else it’ll be. I think this approach is really great for them to expand the audience and get the word out.

    • Avatar


      October 31, 2018 at 2:30 pm

      The ‘influencers’ aren’t really aimed at the already interested though. I shan’t think it too hard to cope, as long as the racing is free to view. If they pull in people who were previously uninterested that can only be good, right?

      • Avatar

        Sam Smith

        November 3, 2018 at 9:54 am

        I have to agree with you guys mostly.

        What FE is doing with ‘Influencers’ and with their innovative TV coverage is refreshing and to use a word I actually dislike in this context ‘disruptive’…..there, I’ve said it! 🙂

        Anyway, sport in general has to embrace new ways of being consumed for it to stay relevant and motorsport is at the tip of the iceberg in terms of staying relevant because it has to change with the times.

        I say, if the content is good and engaging then attracting new audiences to the sport has to be good.

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