Formula E, the electronic racing series, has appointed Rightster as its online video partner.
The move will see Rightster managing Formula E’s YouTube platform, with a focus on channel and rights management, social media amplification, programming support and cross-promotion across the relevant channels in Rightster’s network.
Patrick Walker, chief commercial officer for Rightster, commented: “Rightster has a proven track record in growing YouTube channels globally and we're thrilled to be chosen as a partner for this exciting new sport. Given Formula E want to target a younger audience, YouTube is the perfect platform to achieve it. The championship has already received a huge positive response on social media from younger generations and we look forward to applying our expertise to further deepen this engagement over the coming months.”
Ali Russell, director of media at Formula E said that the appointment came as the company looked to approach its promotion in a new way, with the aim to attract a younger audience, specifically between the ages of 16 and 24, to the new sport.