Formula E Eager to Expand Their Global Footprint

The 2024/25 Formula E season got off to a thrilling start over the weekend, with Australia’s Mitch Evans winning the Sao Paulo E-Prix despite starting in 22nd place on the grid.

Off the track, organisershave been working tirelessly behind the scenes to expand the sport’s global footprint by striking strategic partnerships with prominent media organisations.

Formula E Teams Up with ITV for UK and Ireland Coverage

Formula E recently announced an exciting new broadcast partnership with ITV in the United Kingdom andRepublic of Ireland.

The terms of the deal will see all 16 E-Prix races, including qualifying sessions, made available on free-to-air (FTA) television on ITV4 and ITVX.

The partnership was announced ahead of the season opener in Sao Paulo, and it represents a huge step forward in Formula E’s long-term plans of becoming more accessible to fans in the region.

The electrifying showdown in Sao Paulo is one of nine E-Prix expected to be aired live on ITV4, along with Miami, Shanghai race two, and double-headers in Jeddah, Monaco and Tokyo.

Provision has also been made for people who do not get the chance to stream the event live, withhighlights available on ITV4 and ITVX after every race weekend.

The highlights column will be hosted by Nicki Shields, who will also assume the role of lead presenter of the all-electric series for the first time.

The British television host becomes the first woman to hold the role at Formula E. Shields has plenty of experience, having been involved in the presenter line-up since the inaugural campaign.

She’ll be joined by an impressive supporting cast of presenters and commentators, including former F1 veteran David Coulthard, ex-Formula E driver Karun Chandhok and former F4 driver Billy Monger.

Richard Botchway, Assistant Commissioner, ITV Sport, said: “This new deal brings Formula E fans some of the biggest races across Season 11 of the ABB FIA Formula E World Championship.

“We are delighted to be the free-to-air partner and look forward to welcoming Formula E to ITV and ITVX.”

Moving Formula E to FTA TV will be welcomed with open arms, especially within the betting industry. Reliable platforms such as 22bet betting already offer plenty of sports to wager on, and Formula E’s growing prominence will make it an exciting series for bettors.

They will offer some of the best odds on the all-electric series, and the availability of FTA broadcasts will likely make the sport a popular betting option for punters.

Expanding Reach in the DACH Region with Red Bull Media House

Just days after agreeing a new broadcast deal, Formula E announced a strategic collaboration with Red Bull Media House to boost its presence in Germany, Austria and Switzerland (DACH).

The timing of the deal couldn’t be any better. It comes as the all-electric series enters its GEN3 Evo era for season 11, which will feature race cars with all-wheel drive and acceleration from 0-100 kph in a blistering 1.82 seconds – 30 percent faster than a Formula One car.

Red Bull Media House recently established a Brand Studio Sports division, which will spearhead efforts to localise content and increase brand awareness in the DACH region.

The partnership is aimed at accelerating awareness and growth throughout the season and across the DACH media ecosystem by leveraging prominent outlets, including DF1, DAZN and BILD.

For the upcoming season, a production team will accompany Formula E to every race, delivering German-language coverage to all media partners in Germany, Austriaand Switzerland.The team will also generate exclusive, story-driven highlights that resonate with local fans.

They already started generating content at Formula E’s pre-season test in Madrid, with Brand Studio Sports producing a number of profiles on the reigning ABB FIA Formula E World Champion, Pascal Wehrlein and other German-speaking teams and drivers.

The season ten drivers’ championship went down to the wire, with the German-Mauritian driver going head-to-head with Jaguar pair Evans and Nick Cassidy, but he ultimately came out on top in the final race of the season.

These partnerships align with Formula E’s long-term ambition to grow its global audience, and the numbers prove they are on the right path.

Season ten smashed all the records as more viewers tuned into live Formula E race coverage than ever before. Its global cumulative TV viewership shot up 35% to 491 million worldwide.

The Monaco E-Prix was at the centre of this huge milestone, with 40 million viewers tuning in, marking the highest-ever race audience ever recorded in Formula E history.

The series has also welcomed a significantly expanded fan base, with an average of 374 million fans tuning in to watch season ten. That accounts for a 23% increase from the previous year.