Online video distribution and marketing company Rightster has reached an agreement to become an online video partner of the Formula E motor racing championship.
Rightster will manage Formula E’s YouTube channel, with a particular focus on channel and rights management, and be responsible for social media amplification, programming support and cross-promotion across relevant channels in the company’s network.
Formula E and Rightster will use the partnership to target the aged 16-24 demographic.
Ali Russell, director of media at Formula E, said: “Formula E has been introduced to help promote sustainability and increase the uptake in electric vehicles. This isn’t about converting current motorsport fans – it is about attracting a new, younger audience. As a result we needed to approach its promotion in an innovative way and Rightster’s expertise in reaching the right audience, in the right place and at the right time, made them the obvious choice.”
Formula E is operated by the FIA, motorsport’s global governing body, and its inaugural season launched in Beijing in September.