Press release
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february 24, 2021 - ABB Formula E
Formula E expands reach in Brazil through new multi-year media partnerships with Cultura and Globo
- #formulae live on Brazilian #tv for the first time from Season 7 (2020/21)
- Cultura will provide free-to-air coverage with Globo (SporTV) showing all #formulae races on pay #tv, starting with the Diriyah E-Prix on February 26 & 27
- The new partnerships will expand Formula E’s reach in one of the sport’s key markets
London, England (February 24, 2021) - #formulae has today announced new media partnerships with Cultura and Globo to show the pinnacle of electric motorsport live, for the first time, on Brazilian #tv.
Formula E’s unpredictable, highly competitive, all-electric #racing series will receive comprehensive coverage on both Cultura and SporTV channels from February 26 & 27, as the ABB FIA #formulae World Championship lights up the streets of Diriyah with a double-header in the dark to kick off Season 7. Free-to-air #tv channel, Cultura, will broadcast live coverage of each race and qualifying both on #tv and online, with each practice session also being available to stream live online.
After the live broadcast, Cultura will show prime-time highlights, with all coverage being available on demand. Globo will also show live coverage of each race and qualifying on SporTV.
SporTV will also show prime-time highlights following the race, with on demand streaming available, and #formulae will also receive news coverage on Globo’s free-to-air channels. Brazil is a key market for #formulae with a rich motorsport heritage and is home to two of the five #formulae Champions to date: Nelson Piquet Jr (Season 1) and Lucas di Grassi (Season 3).
Formula E’s new media partnerships will raise the profile of the sport with the next generation of socially conscious sports fans in #Brazil, one of the largest #automotive markets in the world.
CHIEF MEDIA OFFICER OF #formulae - AARTI DABAS
"Securing two new media partnerships in #Brazil - a country which has produced two #formulae champions, has a rich history in motorsports and is a key market for #formulae - is hugely important to us.
"We are confident that the partnerships with Cultura and Globo will help #formulae deepen engagement with both the existing and the next generation of sports fans in #Brazil. Brazilians will be brought closer than ever to the unpredictable action of our all-electric #racing series, through localised content coverage, across a mix of channels."
SPORT DIRECTOR OF CULTURA - VLADIR LEMOS
"The #partnership with #formulae represents a great moment for the broadcaster. Not only because of the affinity of our values and the concern with sustainability issues, but also because it is a World Championship designed to promote interactivity with the viewer. At the same time, we see this as an opportunity to get closer to a new audience here in #Brazil, who have never had access to this kind of content. The #partnership strengthens our portfolio of sporting events."
HEAD OF SPORTV - MARCOS BOTELHO
“We are very happy with this agreement to broadcast the next seasons of #formulae, one more championship of world relevance and with Brazilian presence in SporTV’s portfolio.”
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