IMG, the sports, media, and entertainment heavyweight, has agreed a deal with the Formula E all-electric motor racing series that sees it become the competition’s exclusive media archive rights manager.
The agency will take over the dissemination of over 1,000 hours of archive content from the 11 Formula E seasons so far (season 11 is currently underway), managing its licensing to media partners globally.
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This will include footage of all races, qualifying rounds, and pre-season testing sessions, as well as ancillary content produced by the series such as interviews and behind-the-scenes footage.
Speaking on the announcement, Formula E chief media officer Aarti Dabas stated: “Partnering with IMG to manage our extensive video archive ensures that the incredible moments from over the past decade of electric racing, as well as those to come, are preserved and made accessible for fans, partners, and storytellers worldwide.”
Formula E is the latest addition to IMG’s archive rights representation portfolio, which spans over 500,000 hours of action from the likes of soccer’s English Premier League and German Bundesliga, rugby union’s World Rugby governing body, tennis’ Wimbledon grand slam major, golf’s Open Championship major and DP World Tour, and mixed martial arts promotion UFC, among others.
The 2024-25 Formula E season began on December 7 in Brazil with the Sao Paulo ePrix and will run through the July 27 London ePrix in the UK capital.
Most recently, the series expanded its tech partnership with the cloud computing arm of global tech giant Google.
