Channel 5 has struck a deal with Formula E to broadcast the all-electric sport in the UK, we can exclusively reveal. The move will therefore keep Formula E free to view for British fans.
Production and marketing staff at Channel 5 are very excited about the tie-up, which will help the broadcaster appeal to Formula E’s 18-34 target age category. We understand specific details, such as presenters and the format of the show, are yet to be nailed down. An official statement is expected tomorrow.
This is great news for British fans of Formula E. The sport had been carried by ITV’s secondary channel ITV4 for the first two seasons. The event received commendable viewing figures when the London rounds of the race were aired live on ITV’s main channel but audience numbers were lower and perhaps more disappointing for the rest of the rounds, which were shown on ITV4. There could be a number of contributing factors, as we outlined in our analysis here.
Keeping the sport on a free to view platform is crucial to developing the sport over the next couple of years. If Channel 5’s enthusiasm for the sport can be properly harnessed, with significant marketing of the sport in traditional as well as with more imaginative means, allied with ambitious and innovative use of social media platforms, the sport could well be set for a mainstream push into the limelight in the UK in season three.