The deal will see Rightster manage Formula E’s YouTube channel with particular focus on channel and rights management, social media amplification, programming support and cross-promotion across the relevant channels in Rightster’s network.
The partnership will aim to attract a younger audience, specifically between the ages of 16 and 24, to the new sport, which pits electric cars against each other in races in cities including London, Beijing and Miami.
“Rightster has a proven track record in growing YouTube channels globally and we’re thrilled to be chosen as a partner for this exciting new sport. Given Formula E want to target a younger audience, YouTube is the perfect platform to achieve it. The championship has already received a huge positive response on social media from younger generations and we look forward applying our expertise to further deepen this engagement over the coming months,” said Patrick Walker, chief commercial officer, Rightster.