Extreme E inks Russian broadcast partnership with TV Start

Deal also covers Ukraine, Latvia, Estonia and Lithuania.

Extreme E inks Russian broadcast partnership with TV Start

Extreme E

  • Azerbaijan, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan, Armenia and Georgia also covered in contract
  • TV Start’s coverage to include live racing, session highlights and magazine shows
  • Races being made available on TV Start's website

Electric SUV series Extreme E has announced a new broadcast partnership with Russian network TV Start.

As part of the agreement, TV Start will air live coverage of Extreme E's races on its linear channel in English and Russian, as well as session highlights, reviews, previews and magazine shows.

In addition to Russia, TV Start’s coverage will extend to Ukraine, Latvia, Estonia, Lithuania, Moldova, Azerbaijan, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan, Armenia and Georgia.

Extreme E's race broadcasts will also be available on TV Start's website for the duration of the partnership.

The deal comes as the Russian market continues to embrace electric vehicles (EVs). During 2020, 95 per cent more EVs were sold in the country compared to 2019, according to Extreme E.

"Extreme E is delighted to be reaching Russian audiences through TV Start," said Ali Russell, chief marketing officer at Extreme E.

"Russia is a hugely important region for our series and coupled with the fact that there is an increasing awareness of environmental issues and interest in the EV sector here, it makes me even more pleased to be bringing viewers our unique and thrilling electric racing package.

"By shining a spotlight on the environmental crisis through our sport for purpose series, we hope to not only raise awareness amongst audiences, but also highlight changes that can be made to live a less carbon-intensive lifestyle and protect our planet."