Extreme E: Series confirms broadcast extension with Setanta in Ukraine and Eurasian territories
Fully electric off-road electric racing series, Extreme E, has today confirmed a broadcast extension with Setanta Sports in Ukraine. An additional agreement between the parties also includes broadcast coverage in Armenia, Azerbaijan, Belarus, Estonia, Georgia, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Tajikistan, Turkmenistan and Uzbekistan.
As part of the series’ growing expansion in these territories, Setanta Sports will air Extreme E’s full debut season, including the live race feed, preview and magazine shows on its Setanta Sports branded channels, as well on-demand on its digital outlet: setantasports.com.
With its population in this part of the world becoming increasingly aware of the negative impact of air pollution caused by fossil fuel, the electric car market has shown significant growth in recent years – particularly in Latvia and Estonia which have both see three-figure growth in EV registrations in the past two years.
Ali Russell, Chief Marketing Officer at Extreme E, said: “We are delighted to be announcing our broadcast extension with Setanta in these vital territories. As a sport for purpose championship which is committed to amplifying the benefits of electrification, it is important to further the exposure of Extreme E in a market where EV sales are continuing to increase.
“There is an even greater purpose to our championship than the radical racing on show, with the need to reduce carbon emissions and combat the climate crisis something which these territories have clearly recognized. As we expand our coverage by extending our partnership with Setanta, I am confident that there will be continued interest in the action-packed wheel-to-wheel racing delivered by Extreme E, as well as the wider storytelling around electrification, the environment and the series’ gender equal platform.”
Dwyer McCaughley of Setanta Sports said: “Setanta Sports is excited to add Extreme E to is growing portfolio of motorsports broadcast rights. Extreme E will sit alongside Formula 1, NASCAR and Formula E offering race fans in Eurasia and Ukraine world class motorsport content. This is in addition to the best European football from the Premier League, LaLiga, Serie A, Bundesliga & Ligue 1 and top North American sports such as NHL, NBA & UFC.”
Since its inception in 2021, Extreme E has already attracted some of the biggest names in motorsport including Formula One World Champions Lewis Hamilton, Nico Rosberg and Jenson Button, all of whom have founded teams in the series. Motorsport giants, McLaren have also joined this year with American Tanner Foust and New Zealander Emma Gilmour at the wheel of their papaya orange and blue Odyssey 21 fully electric SUV. The gender equal format is a stipulation of the championship in a bid to encourage gender equality and a level playing field – a world-first in motorsport.
The locations that the Extreme E visits are all, in some way, are affected by environmental issues such as desertification, deforestation, melting ice caps, plastic pollution, and rising carbon emissions. By holding races in areas that are suffering at the hands of the environmental crisis, the aim is to raise viewers’ awareness and interest in environmental issues.