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Formula E to go FTA in Germany with ProSiebenSat.1 deal

The fast-growing electric-powered racing competition Formula E will get a massive boost to exposure in Germany thanks to a new FTA broadcast deal with ProSiebenSat.1.

Starting in 2021, the broadcaster will show every race via free channel Sat.1. In addition, ProSiebenSat.1 will produce non-live content across a number of its channels.

As one of the biggest markets for motorsports – and with many of Formula E’s stakeholders coming from Germany – getting the sport on free TV will ensure that millions are able to watch the sport.

The deal marks a break from Formula E’s pan-European deal with Discovery-owned Eurosport, which just wrapped up its three-year contract in Germany and 53 other European markets.

Formula E’s chief media officer Aarti Dabas said: “Germany is an important market for Formula E, our teams, manufacturers and partners. ProSiebenSat.1’s focus on delivering localised and high-quality coverage using diverse talent and innovative presentation will enable us to grow the reach, engagement and affinity for our sport.

“Our partnership with ProSiebenSat.1 will deepen our connections with Formula E fans in Germany through localised activities and custom content targeting the electric generation. As we enter our first season as an FIA World Championship this partnership will ensure Formula E reaches the broadest possible German audience.”

Sat.1 chief sports officer Alexander Rösner said: “Formula E already offers thrilling racing at the highest level and will be an official FIA World Championship from 2021.

“Our ‘ran racing’ team is excited to be accompanying and shaping this fascinating path of sustainable formula motorsport in the long term and to giving Formula E – as the racing series of the future – a home on German free-to-air television.”