Extreme E delighted to receive ‘Brand of the Year’ accolade at The Race Awards

Extreme E, along with Interstate Creative Partners, were presented with another industry accolade yesterday (9 February 2022) as the sport for purpose Championship accepted the ‘Brand of the Year’ Award at The Race Media Awards.

The motorsport industry has produced amazing examples of marketing, PR, and communications, and The Race Media Awards exist to recognise fantastic and creative output. The ‘Brand of the Year’ award is presented to those that demonstrate creative excellence and have a genuine impact on a global scale.

Working in collaboration with Interstate, Extreme E, was shortlisted for the award alongside motorsport moguls McLaren Racing, Scuderia Alphatauri, and Carvana/IndyCar, and the team was delighted to accept the award among such esteemed company.

Extreme E, which got underway for the first time in 2021, sees electric SUVs competing in extreme environments around the world which have already damaged or affected by climate and environmental issues to raise awareness around climate change.

Ali Russell, Chief Marketing Officer at Extreme E, said: “We are thrilled to accept this award alongside our creative partners Interstate, for ‘Brand of the Year’, an accolade which everyone at Extreme E should be proud to receive.

“As we are about to embark on our second season, we will continue to ensure our series acts as a platform which highlights and champions sustainability, equality and electrification, and confronts the environmental crisis head on to build further momentum for change."

Jayne Connell, Founder and Director of Branding at Interstate, said: "We are delighted to accept this award. Creating the Extreme E brand was not about designing a logo or key visual. It was about developing a brand with attitude that would make a huge impact using its platform to promote clean energy innovation, elevate scientific studies and leaders, educate on sustainability and be a world leading platform for gender equality.

“The brand vision, ‘tackling climate change through sport,’ is underpinned by four ‘E’ pillars: Electrification, Entertainment, Equality and Environment. This has inspired creative ideas and content not seen before in motorsport and made Extreme E the first ‘Docusport’ to go live. With ‘X’ marking the spot for Extreme E it is undoubtedly the sport to change global attitudes and accelerate a sustainable future. All of us can get involved and do what we can, however big or small, to help climate change. We have to just keep moving, doing something positive we can’t sit back.”

Building on the success of its debut year in 2021, Extreme E Season 2 ‘The Race for the Planet’ campaign promises to captivate on and off track on a whole new level, whilst delivering on its overall purpose to tackle climate change through sport, starting with the Desert X Prix in Neom, Saudi Arabia, 19-20 February.

Extreme E is very different to traditional sports as there are no spectators present. This places greater emphasis on the media and content products to engage the consumer. Working with Aurora Media Worldwide, North One and NEP, Interstate developed a graphical storytelling concept that combines sport and scientific stories to highlight the planet's situation.

The Race Media Awards ‘Brand of the Year’ adds to a successful start for Extreme E which has also been awarded: ‘Pioneering and Innovation’ Award at the 2021 Autosport Awards; Motorsport UK- Environmental Sustainability Award 2021; Leaders Sports Awards - Sustainability Award; Broadcast Sport Awards - Best Sport Production of the Year; Broadcast Tech Innovation Awards - Technical Innovation (Sport); Broadcast Tech Innovation Awards - Creative Use of AR/VR; Sports Business Awards - Sports Innovation (Silver Award), and Sports Business Awards - Sustainability in Sport (Bronze Award).