Formula E has announced a new partnership with YouTube ahead of the all-electric championship’s fifth season that will see the series broadcast live on the streaming platform on the UK, working with a number of renowned content creators.

Formula E will stream every race in Season 5 live on YouTube in the UK, with guest appearances and influencer involvement in a studio presentation, hosted by known YouTuber Laurence McKenna.

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The season-opening Ad Diriyah E-Prix in December will see McKenna be joined by content creator KSI, who has almost 20 million subscribers on YouTube, with more to follow through the course of the campaign.

“We always try to push the boundaries of what’s possible at the ABB FIA Formula E Championship - not only developing innovations with the cars on track, but also with our experience and offering to fans trackside, at home and on the move,” said Ali Russell, Media & Business Development Director at Formula E.

“Coming together with like-minded companies such as YouTube to provide new ways to watch electric racing is what separates Formula E from other sporting properties and rights-holders.

“Working in tandem with some of the biggest names and influencers allows us to grow our existing audience, which is primarily a younger and more digitally-engaged demographic. This partnership truly fits their needs and viewing habits.”

Tomos Grace, YouTube's Head of Sport, EMEA, added: “Seeing YouTube creators centre stage for such an important sporting event is an exciting moment for YouTube. We look forward to working with Formula E on this first-of-its-kind project over the coming months.”

“I’m excited to be part of this ground-breaking and innovative project,” said show host McKenna.

“I believe Formula E is leading the way in how sport sets the agenda, with this generation and the next, and YouTube is the place to do that. As rights-holders they’re doing the smart thing by allowing creators and their audiences to decide how we consume the sport. Their faith in the platform and community is important.”

Formula E is expected to make a further announcement regarding its UK broadcasting plans in the near future

 

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