By Jonathan Easton
Upcoming offroad racing series Extreme E has announced a partnership with short-form video app TikTok ahead of its debut season on April 3.
The partnership will see the racing series produce exclusive behind the scenes videos from race locations, while also creating content highlighting the competition’s environmental and gender equality missions.
Senior Manager, Global Business Development at TikTok Yannis Ioannidis said: “We are really excited to kick-off our partnership with Extreme E, a first-of-kind motor racing championship committed to sustainability and gender equality, values that matter deeply for TikTok. In a year where most of us are still stuck at home, Extreme E will showcase spectacular sports, technology, and travel content from remote corners of the planet to TikTok’s diverse community that is always looking for new ways to keep entertained and interact.”
Chief Marketing Officer, Extreme E, Ali Russell: “Extreme E’s goal is to be the youngest, most dynamic racing series on the planet, so we are delighted to be joining forces with TikTok, the leading short- form video platform. Our sport for purpose platform, which highlights electrification, environment, and equality, will provide thrilling action whilst also raising awareness of global climate change issues, the solutions and the actions we can all be part of.”
Extreme E said that it will work with digital content agency Little Dot Studios for its TikTok content, with the studio assembling a dedicated team to create the content for the partnership.
