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Extreme E extends UK reach with ITV partnership

Extreme E extends UK reach with ITV partnership

22 March 2021, London: New breakthrough motorsport, Extreme E, has confirmed it will air on ITV - the UK’s biggest commercial broadcaster - which will broadcast the live racing action, highlights shows and the championship’s 20-part magazine programme – Electric Odyssey. In addition, fans will be able to watch live and catch up on demand on Extreme E through the ITV Hub.

The three year deal means ITV 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. 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.

The deal with ITV is in line with the broadcaster’s aim to 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 per cent 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 end 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.”

This new deal adds to ITV Sport’s portfolio of first class events, which includes exclusive free-to-air coverage of the England football team’s qualifiers for both the European Championship and World Cup, the FA Cup from next season, the 6 Nations and exclusive coverage of the Rugby World Cup, UK horse racing, the Tour de France and the French Open.

Jamie Chadwick, Veloce Racing driver, said: “With four homegrown drivers and three UK-based teams, it’s great news that ITV will broadcast Extreme E this year. I have no doubt that the partnership with ITV will not only raise awareness for environmental issues and gender equality but will also give viewers a fascinating insight into our pioneering new sport.”

Oliver Bennett, Hispano Suiza Xite Energy Team driver, said: “It is amazing to see such an iconic and well-viewed UK channel such as ITV showcase the new Extreme E series that starts in April. Being a British driver, it is great to have widespread coverage locally highlighting Extreme E's environmental movements and education. Seeing our team brand partner XITE Energy, a UK-based disruptive energy drink start-up, on national TV will also be a personal milestone bringing great pride to our team and racing efforts. I’m delighted ITV joins the championship’s strong list of global broadcasters.”

In addition to ITV, 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 in 12 days’ time on 3 and 4 April 2021. Details on ITV’s coverage will be available from Wednesday 24 March on the ITV Press Centre at https://www.itv.com/presscentre

To learn more about Extreme E, visit - www.Extreme-E.com

Season 1 Calendar: 

Desert X Prix: AlUla, Saudi Arabia: 3-4 April 2021
Ocean X Prix: Lac Rose, Senegal: 29-30 May 2021
Arctic X Prix: Kangerlussuaq, Greenland: 28-29 August 2021
Amazon X Prix: Pará, Brazil: 23-24 October 2021
Glacier X Prix: Tierra del Fuego, Argentina: 11-12 December 2021

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Note to editors:

About ITV

ITV entertains millions of people and shapes culture. We are a leading media and entertainment company, with the largest commercial television network in the UK and a global production and distribution business, with over 55 labels. Creativity, quality content and engaging audiences in the UK and around the world, is at the core of everything we do.

We reach over 40 million viewers every week with our programmes on ITV's family of channels, as well as the ITV Hub, which is available on 28 platforms and on over 90% of connected televisions sold in the UK. 

ITV Studios produced 8,400 hours of original programming last year. Our global footprint spans 13 countries including the UK, US, Australia, France, Germany, The Nordics, Italy and the Netherlands and our global distribution business sells our catalogue of 45,000+ hours to more than 300 broadcasters and platforms.

ITV as part of its More than TV strategy, has created a scaled Direct to Consumer business in the UK, including recently surpassing 500,000 subscribers to its ad-free catch-up service, Hub+. In November 2019 ITV launched BritBox, a streaming service with the BBC bringing the very best in past, present and future British programming and award-winning content from the BBC, ITV, Channel 4 and Channel 5 to viewers all in one place.

As the media landscape continues to change rapidly, ITV is focused on building upon its unique combination of creativity and commercial strength, transforming digitally to create a more diversified and structurally sound business.

ITV’s Social Purpose Strategy, Shaping Culture for Good, focuses on four areas, all underpinned by long term targets: Better Health, Diversity and Inclusion, Climate Action and  Giving Back. You can see more here: https://www.itvplc.com/socialpurpose/overvie

About Extreme E: 

Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments around the world which have already been damaged or affected by climate and environmental issues. The five-race global voyage highlights the impact of climate change and human interference in some of the world’s most remote locations and promotes the adoption of electric vehicles in the quest for a lower carbon future for the planet.  

To minimise local impact, Extreme E races will not be open to spectators, with fans instead invited to follow the action through live TV broadcast, and on social media. 

The St. Helena, a former passenger cargo ship, has undergone a multi-million Euro refit to minimise emissions and transform her into Extreme E’s operations hub. The ship will be used to transport the championship’s freight and infrastructure, including vehicles, to the nearest port, minimising Extreme E’s footprint, as well as being used to facilitate scientific research through its on-board laboratory.

Extreme E is also pioneering hydrogen fuel cell technology which will enable its race fleet to be charged using zero emission energy. This innovative solution from AFC Energy uses water and sun to generate hydrogen power. Not only will this process emit no greenhouse emissions, its only by-product will be water, which will be utilised elsewhere on-site. 

About Continental Tires: Founding Partner and Official Tire Partner

Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent, and affordable solutions for vehicles, machines, traffic and transportation. Continental generated preliminary sales of €37.7 billion in 2020 and currently employs more than 235,000 people in 58 countries and markets. In 2021, the company celebrates its 150th anniversary.

The Tires business area has 24 production and development locations worldwide. Continental is one of the leading tire manufacturers with more than 56,000 employees and posted preliminary sales of €10.2 billion in 2020 in this business area. Continental ranks among the technology leaders in tire production and offers a broad product range for passenger cars, commercial and special-purpose vehicles as well as two-wheelers. Through continuous investment in research and development, Continental makes a major contribution to safe, cost effective and ecologically efficient mobility. The portfolio of the Tires business area includes services for the tire trade and fleet applications, as well as digital management systems for tires.

About CBMM: Founding Supplier
CBMM is the world leading supplier of niobium products and technology. Headquartered in Brazil, with offices and subsidiaries in China, Netherlands, Singapore, Switzerland and the United States. CBMM offers technical innovation to customers around the globe through a team of over 2,000 highly trained, dedicated professionals providing cutting-edge niobium products and technology to over 400 clients in around 40 countries.

About LuisaViaRoma:
Defined by the Financial Times as “A haven for directional fashion,” LUISAVIAROMA.COM is the top online luxury fashion destination with 5,000,000 visitors per month and worldwide shipping. With each new season, the website presents the collections of more than 600 established designers and young emerging talents.

About Neat Burger: Official Plant-based Partner
Neat Burger is the first of its kind – the planet-friendly, plant-based, full-flavoured game-changer the world has been waiting for. The world’s first plant-based sustainable burger chain, Neat Burger offers a menu that appeals to not only those who follow plant-based diets, but anyone, meat-eaters included, who wants to eat delicious meat-free dishes that are more sustainable, healthier and ethical. The brand is backed by seven-time FIA Formula One World Champion Lewis Hamilton, in collaboration with hospitality organisation The Cream Group and investors, as well as UNICEF Ambassador and early backer of Beyond Meat Tommaso Chiabra.

Neat Burger opened its first site in September 2019, just off Regent Street in London, and its second and third dine-in outlets at Camden Market and Soho in 2020. Plans for global expansion across Europe, the US and Middle East are already in place for 2021 and beyond.