Extreme E And Goodform Partner To Grow Global Audience
May 28, 2020
One-off race locations, top-level motor racing, powerful messaging, and innovating electric vehicles; Extreme E is stirring new audiences on a global scale, even before its inauguration. Goodform, with a proven track-record of success in the motorsport industry, will help Extreme E accelerate its growth in engaging and capturing new audiences through always-on fan insights.
With a broadcast strategy that aims to penetrate as many markets as possible and to make the sport accessible to viewers globally, Goodform’s insights will enable Extreme E to track direct engagement with fans around the world.
“With a focus on gender equality within sport and a very clear sustainability strategy, Extreme E is an organisation that we have a great deal of respect for. We are excited to join them on their remarkable journey of spotlighting climate change through the power of motorsport, and the audience insights and engagement that we deliver for them will play a key role in their growth,” commented Goodform Marketing Director, Joe Kyle.
Goodform, who have been Formula E’s Data & CRM agency since the start of Season Four, and who run F1 Fan Voice, Formula 1’s official research community, will manage, grow and provide insights on Extreme E’s audience data, utilising it to deliver direct communications.
Ali Russell, Chief Marketing Officer at Extreme E, commented: “We are thrilled to be joining forces with Goodform. As we build towards our first season, all our efforts are concentrated on connecting and building our relationship with the next generation of motorsport fans, through clear activation and engagement.
“Extreme E is a sport for purpose which aims to use its platform to motivate people to tackling all the challenges which exist with climate change. This relationship with Goodform is essential in building a relationship with our fans as we embark on this incredibly exciting journey.”
Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments around the world, including Greenland, Senegal, the Amazon, and Saudi Arabia, selecting locations which have already been damaged or affected by climate and environmental issues.
Starting early 2021, the five-race global voyage will highlight the impact of climate change and human interference in some of the world’s most remote locations and promote the adoption of electric vehicles to help preserve the environment and protect our planet’s future.
As well as being a platform for electrification and sustainability, the series recently announced that its teams would comprise a 50-50 split of male-female drivers, marking a major breakthrough for gender equality in motorsport.
Teams already signed up to compete in the new electric off road series include US powerhouses Andretti Autosport and Chip Ganassi Racing, Veloce Racing, HWA, Abt and QEV, with more big names to be confirmed in the coming weeks.
