Extreme E appoints new Senior Digital Lead
Describing himself as an “Americanised Brit,” Nic went to university in Miami which confirmed his love of sport. From there, he moved back to the UK where he gained the chance to work with the National Football League (NFL) through his previous company Seven League. Nic played a leading role in creating and running UK, Canadian and German social media channels for the Minnesota Vikings team, as well as advising on international strategy.
Nic’s most recent position at Seven League – part of the IMG conglomerate - meant he was responsible for reimagining the social strategy for NBA’s 2021-2022 season. This included engaging with 6.3 million fans across Europe and the Middle East, as well as extending the sport’s social presence to Greek and Arabic-speaking fans.
On joining Extreme E, Nic Makepeace said: “I'm incredibly excited to be joining Extreme E. As a digital first proposition this series has such massive scope and the chance to do things a little bit differently, which is hugely interesting to me.
“A big focus for me here will be bringing stories of the drivers to our audience and working really closely with the teams and partners - they are such a huge part of any motorsport but, in particular, with Extreme E.
“The championship’s partners have such amazing stories to tell. What they do across the paddock and the legacy events is incredibly cool and something I haven't experienced before in my career.
“The chance to make an impact and to build on the community that's already been created and grow the young, involved, more environmentally aware fanbase, is a great challenge and I can’t wait to get started!”
Nic has already experienced an Extreme E ‘taster’ at the Desert X Prix in NEOM earlier this month, which only made him more excited about the opportunity to work with the series.
Following his first X Prix experience, Nic added: “It was a real first for me. I went from seeing ostriches rewilded one morning, to getting on site and giving Carl Cox a zoom tour around the paddock and, on the same day, seeing the race course first hand. It was an incredible experience and has only made me more excited to be part of the Extreme E team.”
Ali Russell, Chief Marketing Officer at Extreme E, said: “We are thrilled to have Nic on board with us. His experience and expertise in the digital sports realm at such a global level will be invaluable to us as we continue to build our brand and engage with fans around the world. We have no doubt that Nic will play a pivotal role in the growth and success of Extreme E as we enter the next exciting phase in our series.”
