Formula E, the all-electric single-seater motor racing series, has renewed its partnership with sports video production and distribution company Story10 as it looks to maximize its international exposure and increase audience engagement.
The extension will see Story10 continue to distribute all highlights throughout the season, as well as shoulder content, driver interviews, and behind-the-scenes features, across the company’s network of over 700 broadcast channels and more than 8,500 digital sites.
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Story10 will also continue to provide Formula E with detailed insight reports on usage, which will be able to use to refine its content strategies and boost audience engagement throughout the season.
James Dobbs, managing director of Story10’s parent company SNTV, said: “Formula E is at the forefront of motorsport’s evolution, and through our distribution expertise and detailed reporting, we are ensuring that its compelling stories and thrilling race moments not only reach a global audience but also provide meaningful insights that drive future growth and success.”
Story10 has had similar partnerships with a range of sports properties, including UAE soccer’s top-tier Pro League, the all-electric E1 powerboating series, World Table Tennis, international sailing series SailGP, athlete-based Professional Triathletes Organization, and the Super League Triathlon series.
Most recently, the production company renewed its partnership with padel’s Hexagon Cup competition.
Jonathan Salt, vice-president of media and business affairs at Formula E, said: “Formula E is committed to delivering thrilling electric racing to fans around the world while driving forward the conversation around sustainability in sport.
“Our renewed partnership with Story10 ensures that our race action and behind-the-scenes stories reach a truly global audience, engaging existing fans and attracting new ones to our unique championship.”
The partnership renewal comes a month after Formula E agreed a deal for sports, media, and entertainment heavyweight IMG to become the competition’s exclusive media archive rights manager.
Ahead of the current 2024-25 season, the competition agreed several broadcast deals, including with ITV (UK & Ireland), LaLiga+ (Spain), and Tencent (China).
The current 2024-25 Formula E season started in December 2024 and features 16 races across 10 locations around the world, including Sao Paulo (Brazil), Mexico City (Mexico), Jeddah (Saudi Arabia), Miami (US) Monaco, Tokyo (Japan), Shanghai (China), Jakarta (Indonesia), Berlin (Germany), and London (UK).
The next race will be the Miami ePrix on April 12.
