The Formula E all-electric motor racing series has announced a new strategic partnership with Red Bull Media House, the media arm of the famous energy drinks brand, to grow the series in the DACH region (Germany, Austria, and Switzerland).
The newly-established Brand Studio Sports division of Red Bull Media House aims to use its expertise to elevate Formula E’s brand positioning and localized content strategy across the region.
The partnership will focus on content production and project management to increase brand awareness, distributing content to platforms including DF1, Formula E’s free-to-air broadcast partner, international streaming service DAZN, as well as Bild, the Axel Springer-owned German media outlet which will also report on Formula E.
As part of the deal, for the upcoming 16-race season 11, a dedicated production team will accompany Formula E to every race, delivering a unified German-language TV feed for all media partners in Germany, Austria, and Switzerland.
Additionally, the team will put together exclusive highlights for the DACH audience.
Content capture began at Formula E’s pre-season test in Madrid, where Brand Studio Sports produced a number of profile features on current Formula E World Champion Pascal Wehrlein, who drives for Porsche, alongside other German-speaking teams and drivers.
Aarti Dabas, chief media officer for Formula E, has now said: “We are delighted to work alongside Red Bull Media House to accelerate the growth of Formula E in the DACH region. The addition of the region's leading platforms BILD and DAZN to our existing partnership with DF1 and the launch of Red Bull TV in 2025 has been enabled through this partnership.
“DACH is a key region for the growth of our championship and this strategic partnership with Red Bull Media House is a major step in our strategy to make our races more accessible to fans across multiple platforms, leveraging cutting-edge content and innovative storytelling to bring the excitement of Formula E closer to our German-speaking audiences.”
David Morgenbesser, chief commercial officer of media brands at Red Bull Media House, added: “We are very pleased with the trust Formula E has placed in our new division and the shared vision that comes with it. With our Brand Studio Sports, we will comprehensively advise Formula E in the areas of media rights and consulting, content production and project management for the DACH region.
Alice Mascia, chief executive for DACH and group chief marketing officer at DAZN, also commented: “With Formula E World Championship, we are adding one of the most innovative and forward-looking racing series in the world to our ever-growing sport portfolio.
“We are delighted to now also bring this unique experience to our customers in Germany, Austria and Switzerland live on DAZN.”
Formula E has agreed several broadcast deals recently ahead of the start of the new season.
This week the series secured a live broadcast deal with Chinese digital giant Tencent for the upcoming season.
Last week, meanwhile, the series announced a return to free-to-air television in the UK and Ireland with commercial broadcaster ITV picking up the rights.
Meanwhile, coverage will also be available on the LaLiga+ streaming service in Spain via the Warner Bros. Discovery-owned Eurosport channels.
The 16-race Formula E calendar includes new race locations in Miami and Jeddah, a new double-header in Monaco, a double-header in Tokyo, Japan, and the return of Jakarta, Indonesia.
The campaign will mark the first time the new GEN3 EVO race car will be tested in public, with the car supposed to be 30% faster than a current Formula 1 car.
