As part of an attempt to gain access to younger audiences, Formula E has announced a partnership with YouTube to stream races live on the video sharing site for the upcoming 2018/19 season.
Starting by solely streaming in the UK, the all-electric single seater series will show every E-Prix of Season Five live while this will be supplemented by guest appearances and involvement from influencers over the course of the 2018/19 campaign, with Lawrence McKenna anchoring coverage.
For the season-opening Ad Diriyah E-Prix this December, McKenna will be joined by well-known YouTuber 'KSI', otherwise known as Olajide Olatunji who has just under 20 million subscribers to his channel.
"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.”
Tomos Grace, YouTube's Head of Sport, EMA, continued: “Seeing YouTube creators centre stage for such an important sporting event is an exciting moment for YouTube. We look forward to working with Formula E on this first-of-its-kind project over the coming months.”
Lawrence McKenna, host of the new show 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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