Extreme E, the electric SUV motor racing series, has today (May 16) announced the promotion of Ali Russell from chief marketing officer to managing director.
Russell will be responsible for the goal of elevating Extreme E’s vision, and “driving the growth of the championship as it looks to the future.”
His responsibilities will involve overseeing all aspects of the series, including commercial aspects, race logistics, operations, and stakeholder management.
The new managing director has worked at Extreme E as its marketing head since January 2019. Before that, he worked at Formula E in the same role for over six years.
Other previous roles for Russell include positions at the top-tier Scottish soccer clubs Rangers and Heart of Midlothian and a stint as marketing director at the Scottish Rugby body.
Extreme E has said Russell’s “innovative approach to marketing and passion for sustainable motorsport have contributed significantly to the series’ global recognition and appeal.”
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It added that it will aim to “leverage its unique brand positioning” under Russell’s leadership, engaging new audiences and expanding its reach.
Last month, Extreme E announced Peter Gallagher as its new commercial chief.
Russell said: “The championship has already made significant strides in raising awareness about climate change, gender equality and diversity, and the need for sustainable practices in motorsport while providing exciting and engaging racing for our fans.
"I look forward to working closely with our partners, stakeholders, and the entire Extreme E team to build on these achievements and drive the championship to new heights."
Alejandro Agag, Extreme E’s founder and chief executive, commented: “Ali has been an integral part of the Extreme E journey from day one, and his promotion to managing director is well-deserved.
"He brings a vast depth of knowledge and expertise to the series, and I have no doubt that he will lead the championship in this new role with great success. Ali's strategic vision combined with his passion for sports, sustainability, and equality, will undoubtedly lead to an exciting new chapter for Extreme E.”
The series made the appointment public the week after it unveiled a new tie-up with the innovative sports streaming platform Recast, which has begun offering the ongoing third season of Extreme E to fans worldwide.
The second event, comprising the third and fourth rounds, of the 2023 Extreme E season took place at the weekend (May 13 and 14) with the Hydro X-Prix in Scotland.
Future stops are scheduled for Italy, Chile, and either Brazil or the US.
Ali Russell discusses the launch, logistics, and purpose of Extreme E.