Formula E

Rightster to market electric racing to young demo

The global video distribution network will manage the YouTube channel of Formula E, a new motor sport that has attracted Leonardo DiCaprio.
November 14, 2014

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.

About The Author
Todd is StreamDaily's U.S. West Coast Correspondent. He has written for a wide range of publications, including The Hollywood Reporter, Variety, the Los Angeles Times, the New York Post, NylonGuys and, yes, even the Weekly World News. Earlier in his career, he served as senior editor for the pioneering alternative movie magazine Film Threat. You can reach him at toddrlongwell[at] or on twitter @toddlongwell1

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