ProSieben Maxx drives into racing market with Extreme E deal

Credit: Extreme E

Free-to-air broadcaster ProSieben Maxx has signed a deal with all-electric SUV racing series Extreme E to provide coverage of the event in Germany, Australia and Switzerland.

ProSiben is a subsidiary of Seven One Sports, which is itself the sports broadcasting arm of the wider Seven One Entertainment Group.

Seven One has already made a range of sustainability commitments, notably signing up to the United Nations (UN) Global Compact, and so the agreement with Extreme E is an extension of this green strategy.

The agreement will see the electric racing event gain exposure on Seven One’s broadcasting networks, including ProSiebenSat.1’s far reaching platform as well as the sustainability portal and ‘Ran Racing’ YouTube channel.

“Germany is well known for its fantastic motorsport heritage and is an important focus for us as a championship,” said Ali Russell, Chief Marketing Officer, Extreme E.

“We have two German teams, a German driver, and our founding partner, Continental is headquartered there, along with many of the world’s leading automotive brands and partners.

“I’m delighted ProSieben Maxx’s audience will have access to Extreme E’s new racing concept, incorporating electric SUV racing in some of the most remote corners of the planet, all of which have been detrimentally impacted by the climate crisis. 

“Not only will the programming show live racing action but also will highlight the wider stories of the championship around electrification, environment and equality.”

Extreme E will take place across five Grand Prixs, each one located at a different area of the world severely impacted by climate change.

The Desert Gran Prix will open the event on 20-21 March 2021 in Saudi Arabia, followed by the Ocean Grand Prix in Senegal, Arctic Grand Prix in Greenland, Amazon Grand Prix in Brazil and finally the Glacier Grand Prix in Argentina on 11-12 December.

One of the participating teams, Veloce Racing, recently became a signatory to the United Nations Framework Convention on Climate Change’s ‘Sports for Climate Action’ initiative as well as forging a partnership with carbon offsetting and sustainability firm Allcot Group, committing to a net carbon-zero target 

Veloce Racing’s Chief Executive and Co-Founder, Daniel Bailey, added: “Partnering with Allcot Group is a significant moment in Veloce Racing’s journey. Ever since our organisation was founded, we have prided ourselves on being pioneers and leading the way amongst our peers – and sustainability has always been one of our three core pillars.

“Allcot Group’s philosophy perfectly matches our own, and offsetting all of our carbon emissions from the moment we joined Extreme E over a year ago is a key element of our participation in this unique championship. 

“We are fully committed to playing our part in the preservation of our planet – and we look forward to working closely with Allcot Group to achieve our net-zero carbon objective.”

In addition to raising awareness of climate change, the series also has a gender equality message as each team – one of which is owned by seven-time Formula One champion Lewis Hamilton – features both a male and female driver.

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