Cloud-based global video distribution network Rightster announced on Thursday that it will be the online video partner of Formula E, the fully-electric car racing championship series.

The deal will see Rightster manage Formula E’s YouTube channel, with a focus on rights management, social media amplification, programming support and network cross-promotion. The goal of the partnership will be to attract a younger audience, between the ages of 16 and 24, to the new sport.

“This isn’t about converting current motor sport fans – it is about attracting a new, younger audience,” said Ali Russell, director of media for Formula E, in a statement. “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.”

For the inaugural season of Formula E, which commenced in September, 10 teams are competing in events in major cities around the globe, including London, Beijing and Miami. The sport has attracted several high-profile supporters, including Leonardo DiCaprio and Richard Branson, both of whom have entered teams.