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Formula E bags multi-year free-to-air broadcast deal with Channel 4
Formula E's 16 races for the 2021-22 season will be aired on UK free-to-air broadcaster Channel 4, the network's All 4 streaming platform, and its sports-dedicated YouTube channel based on their multi-year partnership.
Broadcast race highlights of the electric single-seater championship would also appear on Channel 4 and All 4, while Formula E’s all-new qualifying format will be shown via the YouTube channel.
Automotive retailer Bristol Street Motors will sponsor Formula E's appearance on Channel 4’s coverage.
Alberto Longo, Formula E’s co-founder and chief championship officer, said that the airing on Channel 4 going to have a huge impact because it would let the UK is going to be able to see a race on the main channel.
He added that their target is always to be on a free-to-air channel to get to every single household in the world.
Last season, live broadcast viewers made up 62 percent of Formula E’s global audience pushing its cumulative audience by 32 percent to 316 million, largely driven by new broadcast distribution agreements on FTA channels globally.
UK public service broadcaster the BBC held the rights to Formula E for the past two seasons.
The new deal with Channel 4 not only allows Formula E to keep its broad market access but also emphasizes content promotion.
Longo noted that they chose to deal with Channel 4 for its commitment to do all sorts of promotions and being a real media partner for Formula E.
This partnership comes following speculation that Formula E could expand its reach in the UK by hosting two ePrix.