Aurora Media Worldwide drops chequered flag on The Classic at Silverstone with new broadcast deal

Aurora Media Worldwide is set to make The Classic at Silverstone compulsive viewing

Aurora Media Worldwide has won a new broadcast deal for The Classic, the world’s biggest classic motor racing festival, as the event’s cross-platform broadcast provider on a multi-year contract.

In its new role at The Classic, Aurora will capture the excitement and heritage of the festival, relaying the fantastic blend of event content from the famous Silverstone circuit across multiple platforms to a wealth of television, digital and on-event audiences.

Maximising state-of-the-art, cutting edge and hyper-modern proficiencies, Aurora will produce and deliver two post-produced programmes for ITV4, an international highlights programme, as well as international distribution of content.

It will also support digital output, creating dynamic and engaging content for The Classic’s busy social media platforms. Those at Silverstone will also be able to follow all the track action and infield entertainment on big screens located throughout the venue.

The Classic is firmly established as the world’s biggest classic motor racing festival. The epic event – which in 2021 celebrates the 30th anniversary of its inauguration, postponed by a year – attracts more than 1,000 race entries

The double-header on ITV4 – twice the airtime screened before – will be hosted by Tiff Needell and Nicki Shields. As a former presenter on BBC Top Gear and podium finisher in the 24 Hours of Le Mans, Needell needs little introduction; Shields is best known as the Formula E pit-lane reporter and has previously been part of the presenting team at The Classic.

Adding extra insight into the terrestrial coverage – to be aired provisionally back-to-back on the evenings of Sunday 15 and Monday 16 August – Needell will also be competing in no fewer than six races over the weekend.

“We are thrilled to have appointed Aurora as our new broadcast and content partner for The Classic,” confirmed Nick Wigley, CEO of The Classic’s promoter, Goose Live Events. “It really is the best of both worlds: The Classic has all the great retro race and road cars from yesteryear; Aurora has the leading-edge technology and skills to capture all that magic.”

Added Barry Flanigan, chief strategy officer, Aurora Media Worldwide: “AMW will bring a modern look and feel to coverage of The Classic, generating storytelling output that is informative, entertaining and which captures the unique festival atmosphere which makes this wonderful event so very special.”

Aurora is a broadcast media agency specialising in the development and production of live, premium global sports events. It has a strong reputation in motorsports coverage, working with leading rights owners and brands including Formula E, Extreme E, Goodwood, McLaren and Jaguar.