In just its first season, Extreme E has been strengthened on all fronts and outreach has not lagged behind the priorities of Alejandro Agag and his marketing team.
After announcing major partnerships with TIK TOK, as well as the world’s leading sports channels, the category executives extend their radar and have formed an alliance with the entertainment and video game development company One Earth Rising to create HighVoltage, a new channel in Twitch.tv, the world’s leading live streaming platform for Gamers.
HighVoltage is a daily streaming channel hosted on Twitch.tv that aims to build a better future together and will be home to the best video games and competitions while highlighting #racefortheplanet, the channel’s purpose-driven message. The space will feature a variety of behind-the-scenes content from Extreme E, in addition to weekly contests.
For a young audience
Ali Russell, Marketing Director for Extreme E, expressed his satisfaction with the deal. “A big thank you to One Earth Rising for its support in getting this channel off the ground. As a championship we are targeting a younger audience, many of whom are engaged in platforms like Twitch.tv, so for Extreme E to have its own channel, HighVoltage, to engage with the demographic is fantastic.
“We hope to bring engaging content and games all in a bid to support the biggest race of our time, for our planet, which is sadly suffering from the effects of the climate crisis,” he said.
Image: Extreme E
For his part, Justin Bovington, Marketing Director of One Earth Rising, expressed his confidence in the new series of electric cars. “We are delighted to have worked with Extreme E to create the HighVoltage channel on Twitch.tv to continue its momentum throughout Season 1.”
“The #racefortheplanet is so important and one we all need to join to build a better future. We hope this channel will bring people together in an engaging and entertaining way through a mix of content including games, interviews and conversation,” he explained.
Related content: Extreme E tweaked the format for the X-Prix in Senegal
HighVoltage will host regular competitions and giveaways, provide access to exclusive themed game servers for subscribers and fans with the aim of engaging their community not only by chatting, but also by hosting tournaments, while targeting #racefortheplanet. The transmission will be live and interactive.
Without a doubt, this is fundamental news for the Extreme E’s aspirations to become a competition that reaches new generations and allows to raise awareness about the profound environmental damage.
After the success in Saudi Arabia, the series will have its second day this weekend in Senegal, historic ground of the great events of world motorsport.
Written by I Jhonattan González
