International off-road electric racing series Extreme E has announced the appointment of content agency Curveball Digital as its official digital content agency for its currently underway fourth season.

Curveball has already collaborated with the series thus far in 2024, managing digital content for the competition’s season-opening Desert X-Prix in Saudi Arabia across February 17-18.

“[Curveball’s] efforts in the build up to and during the Desert X Prix illustrate the direction we are moving in with regards to our digital content outputs, and we are excited to deliver innovative campaigns and activations throughout 2024 as we look to widen our ever-growing fanbase,” stated Ali Russell, Extreme E managing director.

The agency already serves in a similar role as a partner of the E1 electric boat-racing series, a sister series of Extreme E.

Curveball first partnered E1 in 2021, managing social media accounts, creating content for both digital and mobile platforms, and producing original short-form video content for the series, a similar role to that it will undertake with Extreme E.

Both E1 and Extreme E, alongside the Formula E racing series, are part of the Electric360 partnership and are all simultaneously chaired by businessman Alejandro Agag.

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Paddy Sloane, Curveball digital director stated: “We are excited to announce our partnership with Extreme E and broaden our relationship with the Electric 360 ecosystem.

In January, Electric360 announced a partnership with the Kingdom of Saudi Arabia’s PIF sovereign wealth fund, with PIF head of corporate brand Mohamed AlSayyad stating at the time: “Electric 360 will redefine electric sport and supercharge its growth, delivering tangible impact aligned with our broader business strategy as PIF drives new green technological innovation that will be the cornerstone of future electric mobility.”