Extreme E secures free-to-air UK coverage with ITV deal

Lewis Hamilton, the owner of Extreme E team X44

The Extreme E electronic SUV racing series has further enhanced its UK coverage via an agreement with the free-to-air ITV network.

As a result of the three year agreement, ITV has become Extreme E’s exclusive terrestrial broadcaster in the UK until the end of the 2033 series. The broadcaster will provide live coverage as well as highlights shows and the 20 part Electric Odyssey magazine series.

“I’m thrilled Extreme E will air on ITV with its reach to the screens of millions of households,” remarked Ali Russell, Chief Marketing Officer at Extreme E.

“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.”

In addition to securing its Albert sustainable certification – committing to sustainable energy for all programmes by the end of 2021 – ITV has announced plans to reduce its carbon footprint and reach net zero carbon across all its operations by 2030.

For Extreme E, the partnership will generate further exposure for the series, building on a deal inked earlier this month with pay-TV broadcaster BT Sport, as part of a general broadcasting strategy of pursuing maximum coverage.

In a similar agreement to the one struck with its terrestrial counterpart, BT Sport will broadcast races, previous and highlights and its own magazine show.

Sky Sports will also provide coverage of the series, whilst ESPN and Discovery will televise the races in Latin America and Europe respectively. The competition is set to start in Saudi Arabia on 22-24 March and conclude in Argentina on 11-12 December.

The tournament will feature five grand prixs – and also includes a team owned for Formula One champion Lewis Hamilton – and will also visit Senegal, Brazil and Greenland. Extreme E aims to raise awareness of climate change by visiting locations affected by global warming.