Take off: Aurora to develop ‘multi-device experience’ for World Championship Air Race Series 2022 coverage
Successor to Red Bull Air Race to move away from a traditional TV experience
World Championship Air Race is partnering with Aurora Media Worldwide to create the multi-format broadcast and digital coverage of the World Championship Air Race (WCAR) Series which is scheduled to take off in the first quarter of 2022.
Aurora, which already works on Formula E and Extreme E, will be helping to showcase the technology and competition of World Championship Air Race Series 2022 to create a brand new suite of content.
The partnership with Aurora Media Worldwide follows last month’s announcement that the World Championship Air Race has agreed on an exclusive 15-year partnership with the World Air Sports Federation (FAI), to stage an international series of air race festivals commencing in 2022.
Willie Cruickshank, WCAR Race Series director, said: “We need to reimagine and evolve the established Air Race format as a sport that uses innovation and diversity to adapt to meet the expectations of different demographics and a sustainable future. While it is undoubtedly entertainment, WCAR is first and foremost a sport and we are delighted to have completed an agreement with Aurora Media Worldwide to develop the broadcast format for our inaugural race series which is scheduled to commence in early 2022.
“The combination of unlimited content choice and availability of multiple media devices has changed the sports landscape, with younger demographics no longer tied to schedules and watching linear TV programmes,” continued Cruickshank.
“Our partnership with Aurora Media Worldwide will see World Championship Air Race move from a traditional TV experience to a multi-platform, multi-device experience to meet those expectations. Evolving technology allows live and non-live content to be captured, curated and shared on more screens than ever before so we are excited to be working with a truly world-class partner to bring our global community of fans an exceptional, authentic and interactive air race experience.”
Lawrence Duffy, managing director at Aurora Media Worldwide, said: “We are delighted to be asked to develop the broadcast and digital format and footprint of the World Championship Air Race. Consumption habits continue to rapidly change, but the excitement of the live moment is still at the heart of sport, and this pioneering series suits our skillset.”
“The revolution in mobility is as much in the sky as it is on the ground. We look forward to showcasing the technology and competition to create a brand new suite of content,” Duffy concluded.
World Championship Air Race (WCAR) Series is the successor to the Red Bull Air Race. It is due to start in the first quarter of 2022.