Extreme E adds to viewing options in China with Huya deal
Extreme E, the electric off-road racing series, has agreed another media rights deal in China for season one, this time with Huya, the live streaming platform that has traditionally focused on esports.
The five races in 2021 will be streamed live on Huya, which has a community of over 250 million people.
Alongside the live action, the platform will also show a variety of highlights shows, which will have a strong focus on the environmental message of the championship.
In June, Extreme E signed a deal with digital media platform China Sports to show the series on its Zhibo.tv platform.
Ali Russell, chief marketing officer at Extreme E, said today: “We are looking to target a young audience at Extreme E, so partnerships with platforms like Huya are really important to reach this demographic. While Huya’s community are race fans, we also hope to engage them in the wider message of our series – making a change to reduce carbon footprint, and therefore protect our planet from climate change.
“Huya is a major platform in the esports space and it is this audience we feel we can really engage in Extreme E, through our range of exciting teams, and all-new race format. Extreme E is set to be like nothing the motorsport world has ever seen, and we are looking forward to bringing it to as many screens as possible around the world.”
Zhang Pingping, director of sports operations at Huya, added: “From Arctic area in Greenland, desert sands in Saudi Arabia to Amazon Rainforests in Brazil, Extreme E is about to bring these remote areas, which are under threat and already damaged, back into the public eye via a new electric-SUV racing series to commence in 2021. By delivering programmes of Extreme E, Huya is poised to make more Chinese audiences, companies and locations aware of climate damage, inspiring them to switch to a more positive and sustainable way.”
Other confirmed Extreme E broadcasters in Asia include Sony (Indian subcontinent), RTM (Malaysia) and Fox Sports (southeast Asia), while Dubai Sports will show the action across the Middle East.
Extreme E will debut in Al Ula, Saudi Arabia (Desert leg) in March, with races in Lac Rose in Senegal (Ocean) and Greenland (Arctic) to take place before the Amazon leg. The series ends in Argentine Patagonia (Glacier) in December.Sportcal