Tag: Formula E World Championship

India – Sony Pictures Networks India (SPNI) has forged a three-year media partnership with Formula E to broadcast all Formula E races live on Sony Sports Network and Sony LIV across the Indian subcontinent.

In this partnership, SPNI will air on Sony Sports Network television channels all races of the Championship’s tenth season. Additionally, fans will have access to all the practice sessions live, as well as qualifying and races this season, through streams on SPNI’s OTT platform, Sony LIV. 

Formula E’s behind-the-scenes series, Unplugged, will also be aired in SPNI, and will closely follow the journey of Maserati MSG Racing driver Jehan Daruvala during his debut season in the championship.

Sony Sports Network has worked with Formula E before, having aired its contents during the fourth, fifth, and sixth seasons. And as part of the new partnership, Sony Sports Network has launched a campaign promoting the championship and spotlighting India’s own Jehan Daruvala from Maserati MSG racing.

With the message “The Ride has just begun,”  the campaign seeks to localise Formula E and rally audience support. 

The tenth season of Formula E racing will be exclusively broadcasted live across India on the Sony Sports Network, with coverage spanning to Afghanistan, Bangladesh, Bhutan, the Maldives, Nepal, Pakistan, and Sri Lanka.

After thrilling racing action in Rome last year, Formula E is set to debut at the Misano World Circuit Marco Simoncelli on April 13th and 14th, 2024.

Rajesh Kaul, chief revenue officer for Distribution & International Business and head of sports business at Sony Pictures Networks India, shared, “We are thrilled to announce our multi-year partnership to broadcast all Formula E races live on Sony Sports Network. Formula E enjoys a loyal following among motorsports fans in India, and we expect it to grow further with the inclusion of rising star Jehan Daruvala. Formula E is the future of motorsport racing in the world, and we are confident that the strong Indian connection is bound to ensure more love from sports enthusiasts in India.”

Commenting on the partnership, Aarti Dabas, chief media officer for Formula E, also said, “With an enthusiastic, diverse, and young sports fanbase, India is an important growth market for us. As such, we are delighted to have teamed up with Sony Sports Network to supercharge this growth. This partnership guarantees that Indian fans will enjoy unparalleled access to Formula E content. This includes live coverage of every race on Sony’s linear and digital channels, featuring rookie driver and local favourite Jehan Daruvala and their home-grown team, Mahindra, who have been part of Formula E since the first season.”

Meanwhile, Daruvala also shared, “I am excited to be pursuing my Formula E racing career, knowing that I have a huge and passionate fanbase following me through Sony Pictures Networks. It is a dream come true to join Maserati MSG Racing, and I am committed to doing my very best for the team, the fans back home, and around the world.”

Mumbai, India — Mahindra Racing, a motor racing team based in Banbury, United Kingdom, launched an integrated marketing campaign ahead of its participation in season 8 of ABB FIA Formula E World Championship, the world’s first all-electric street racing series.

Mahindra Racing has been a founding member team of the Formula E World Championship and has been competing since 2014. Season 8 of Formula E will start on January 28th, 2022, with the Diriyah E-Prix and Mahindra Racing is geared up to make India proud.

Anand Mahindra, group chairman of Mahindra and Mahindra, kickstarted the campaign with a tweet, saying, “Racing is an intrinsic part of our lives. Whether it’s about racing to achieve our life goals or racing to catch the next local, #IndiaLovesAGoodRace. Share the kind of race you favour most or your best racing memory. I’ll be retweeting the ones I like @MahindraRacing.”

Entitled the ‘#IndiaLovesAGoodRace’ campaign, the promotion was done in collaboration with BBH India and captures the love and spirit of the racing culture in India. The film showcases the passion for racing in the country by featuring racing at a young age in the form of small toy cars to racing tyres with a stick, from paper boats in the monsoons to the Vallam Kali boat races in Kerala. Through this presentation of the love for fast-paced competition, the campaign highlights how Team Mahindra has the prestigious responsibility of representing India at the Formula E World Championship.

Commenting on the campaign, Asha Kharga, chief customer and brand officer of Mahindra, said “Mahindra Racing is the first Indian team that competes on the global motor racing stage. It’s not only about delivering a thrilling experience to racing enthusiasts but is also Mahindra Group’s commitment towards clean technology and sustainability. The film pays homage to India’s love of racing in all forms and is a flashback to the old and flash-forward to the new.”

Russell Barrett, CCO and CEO of BBH India, added, “Our country is participating at the highest level in a sport that is at the cutting edge of new. The idea was to reach a much larger group of Indian sports enthusiasts. The film shows how we have racing etched into our DNA and now Mahindra Racing is providing the adrenaline and the opportunity for us as a nation to win at a new-age global stage. All that’s needed is the fuel of support that new fans will provide.”