Rightster has been selected by Formula E as its first ever online video partner, managing the electric racing series’ YouTube channel with particular focus on ‘channel and rights management, social media amplification, programming support and cross-promotion across the relevant channels.’
According to Formula E, the partnership with Rightster - a cloud-based global video distribution and monetisation network - aims to attract a younger audience to the new sport.
The FIA Formula E Championship serves as a framework to increase general interest in electrical vehicles while also promoting sustainability. The championship will compete in cities including London, Beijing and Miami – and has already gained several high-profile supporters including Leonardo Di Caprio and Richard Branson, both of whom have entered teams.
Patrick Walker, chief commercial officer, Rightster, commented: ‘Rightster has a proven track record in growing YouTube channels globally and we're thrilled to be chosen as a partner for this exciting new sport. Given Formula E want to target a younger audience, YouTube is the perfect platform to achieve it. The championship has already received a huge positive response on social media from younger generations and we look forward applying our expertise to further deepen this engagement over the coming months.’
Ali Russell, director of media, Formula E, added: ‘Formula E has been introduced to help promote sustainability and increase the uptake in electric vehicles. This isn’t about converting current motor sport fans – it is about attracting a new, younger audience. As a result we needed to approach its promotion in an innovative way and Rightster’s expertise in reaching the right audience, in the right place and at the right time, made them the obvious choice.’