Social media giant TikTok has partnered with off-road electric race championship Extreme E to showcase events through the platform’s signature short-form videos.
In the MENA region, Extreme E’s inaugural race will be held in AlUla in Saudi Arabia. It will be televised by MBC Action and aired in English, Arabic and Farsi.
The season will kickoff on April 3 and end on Dec. 12 in Tierra del Fuego, Argentina, passing through Senegal, Greenland and Brazil.
Working with TikTok will bring the race presence in the short-form video market while also shedding light on climate change and gender equality.
In a world-first for motorsports, teams will include a male and female driver, providing a level playing field for competitors.
“By partnering with an organization like Extreme E, we are connecting our community to more entertainment options while addressing important topics such as climate change and gender equality in motorsports,” said Rami Zeidan, head of video and creative at TikTok.
“We are thrilled to be hosting the first-ever off-road racing series, Extreme E, and look forward to seeing how our community interacts and engages with this new racing platform,” he added.
As part of the collaboration, Extreme E will create behind-the-scenes video content from racing locations, showcase race highlights, and produce exclusive live-streaming content to promote awareness of climate change and other issues.
Users can access content from the official Extreme E TikTok account and from dedicated banners on TikTok’s “Discover” page.
Ali Russell, chief marketing officer at Extreme E, said: “Extreme E’s goal is to be the youngest, most dynamic racing series on the planet, so we are delighted to be joining forces with TikTok, the leading short-form video platform.
“Our sport for purpose platform, which highlights electrification, environment and equality, will provide thrilling action while also raising awareness of global climate change issues, and the solutions and actions that we can all be part of.”
Extreme E will also work with digital content agency and media network Little Dot Studios, which is assembling a dedicated team to create content for the partnership.
“Extreme E perfectly echoes Little Dot Studios’ vision to be a sustainable company at the forefront of sports and entertainment, so we’re delighted to continue our work together and can’t wait for the first race,” said Robbie Spargo, director of sport at the digital agency.