BT Sport and ITV sign Extreme E deals
Extreme E has confirmed it will air on ITV – the UK’s biggest commercial broadcaster – and BT Sport. Both will broadcast live coverage of all five X Prixs, as well as highlights shows on demand and the championship’s 20-part magazine programme – Electric Odyssey.
The three-year deal with ITV means it will show coverage of the inaugural Extreme E events this year, as well as becoming the exclusive UK terrestrial broadcaster of live coverage for the events in 2022 and 2023. Fans will also be able to watch live and catch up content on demand through the ITV Hub.
The deal is in line with the broadcaster’s aim to create content in the most sustainable way possible. Back in August 2020, the channel announced its climate action plans focusing on bringing viewers the biggest shows with the smallest footprint. Targets for 2030 include becoming net carbon zero across its business, establishing a 100% sustainable supply chain and to have zero waste. ITV is also the first broadcaster to commit to albert sustainable certification for all programmes produced and commissioned by the end of 2021.
Ali Russell, chief marketing officer at Extreme E, said: “I’m thrilled Extreme E will air on ITV with its reach to the screens of millions of households. The UK has a massive appetite for motorsport, but Extreme E is about much more than that, and I’m delighted ITV shares our common goal of protecting the environment through its sustainable practices, particularly having certification from albert – the authority on environmental sustainability for film and TV.
“Niall Sloane and his team are amazing to work with and we are looking forward to making history with the world’s first sport for purpose!”
Niall Sloane, ITV director of sport, said: “Bringing ITV viewers the launch of an innovative motorsport that promises first-class live action underpinned by an insight into the possibilities of sustainable technology is an exciting prospect. We’re looking forward to the opening event next month and beyond as the exclusive live UK broadcaster of Extreme E in the coming years.”
On the BT deal, Russell added: “Today’s broadcast agreement with BT Sport marks another major coup for Extreme E. Apart from allowing us to bring our thrilling electric race format to even more sports fans in the UK and Ireland, BT Sport provides us with an invaluable platform to share the wider environmental and equality message behind the championship.
“Although the domestic uptake of electric vehicles is increasing, there is still work to be done to showcase the potential of EV technology. By focusing on the environment through sustainable motorsport, Extreme E hopes to encourage fans to make changes to reduce carbon emissions and slow down the climate emergency.”
Simon Green, head of BT Sport, said: “Sports broadcasting, like every industry, has a part to play in climate change and our coverage of Extreme E will be a constructive step in highlighting positive environmental messages to our customers. I know how important this is as part of BT’s ongoing efforts to become a net zero carbon business by 2045 and for BT Sport to become one of the greenest broadcasters in the UK.”
The championship’s shows, to be produced by Extreme E Studios, a co-venture between Aurora Media Worldwide and North One, will create a variety of content covering all the aspects of the series. Extreme E has a gender equal racing format and provides a focus on the environment through its aim to highlight the climate crisis and electrification through its stellar line-up of drivers each racing an electric SUV.
In addition to ITV and BT Sport, Extreme E will be available on over 40 global broadcasters such as Fox Sports, Eurosport and ESPN, covering regions including North America, Asia and Europe.
Extreme E is set for its inaugural race in AlUla, Saudi Arabia on 3-4 April 2021.