Extreme E extends its digital reach in China

ALULA, SAUDI ARABIA - APRIL 04: Extreme E final Catie Munnings (GBR)/Timmy Hansen (SWE), Andretti United Extreme E Molly Taylor (AUS)/Johan Kristoffersson (SWE), Rosberg X Racing Cristina Gutierrez (ESP)/Sebastien Loeb (FRA), X44 during the Desert X-Prix at AlUla on April 04, 2021 in AlUla, Saudi Arabia. (Photo by Steven Tee / LAT Images)
© Steven Tee

All new electric race series, Extreme E, which made its highly anticipated championship debut in Saudi Arabia this weekend, confirms that China’s CCTV.com, not only broadcasted the Desert X Prix, but will air the remaining four X Prixs on its sports platform.

CCTV.com is the online outlet of China Media Group (CMG) and its sports platform is widely acknowledged as the first choice for sports enthusiasts with its timely and comprehensive coverage of premier events such as Formula One, the Olympic Games, the Winter Olympic Games, FIFA World Cup, UEFA European Football as well as tennis, basketball and many others.

In addition to being aired live on CCTV.com, Extreme E’s thrilling race footage is also available on Cbox and New TV, CMG’s exciting and innovate apps which allow Chinese audiences to interact between large screen and small screen devices, thereby greatly increasing user experience when watching sport.

Ali Russell, Chief Marketing Officer at Extreme E, said: “We are delighted to have confirmed Extreme E’s broadcast on China’s CCTV.com as well as being available on its state-of-the-art apps, Cbox and New TV - these are hugely exciting technologies that will bring an even greater audience to our championship.  One of the missions of Extreme E is to highlight climate issues and encourage change and we can only do that by reaching as many viewers as possible.

“In addition, I’m confident that CCTV’s sport loving viewers will be thrilled by our innovative race format whilst at the same time, be fascinated to learn the stories behind the series.”

Extreme E is a sport for purpose and aims to highlight the climate emergency that is affecting the whole world. By visiting five remote destinations this year, beginning with Saudi Arabia, followed by Senegal, Greenland, Brazil and Patagonia – all of which have been affected by the climate crisis - the series will shine a spotlight on the devastation caused by environmental issues, and encourage change, whilst leaving behind a long-lasting positive impact through its Legacy Programmes.

In addition, racers compete in an all-electric SUV – ODYSSEY 21 – to promote the capabilities of e-mobility, and as the leader in electric vehicle production and sales, it is important to bring China on this journey and continue to showcase new technologies.

The series also has a unique viewing format, as races will be held without spectators and broadcasted as two-hour programs, in a bid to reduce the championship’s carbon footprint. In addition, the championship will transport equipment for the race by sea on its floating centrepiece, the St. Helena which will soon depart from Saudi Arabia and continue its journey to Senegal for the Ocean X Prix from 29-30 May.