Extreme E continues to reach Chinese audience with Huya partnership

Extreme E continues to reach Chinese audience with Huya partnership

20 November 2020, London: Extreme E, the new electric off-road racing series, has confirmed a partnership with Chinese live streaming platform Huya.

The live racing action, which starts in early 2021, will be streamed across Huya, a leading game live streaming platform in China with a community of over 250 million. Alongside the live action, the platform will also show a variety of highlights shows, which aim to not only display wheel-to-wheel race action, but to also shine a light on the environmental message of the championship.

Ali Russell, Chief Marketing Officer at Extreme E, said: “We are looking to target a young audience at Extreme  E, so partnerships with platforms like Huya are really important to reach this  demographic. While Huya’s community are race fans, we also hope to engage them in the wider message of our series – making a change to reduce carbon footprint, and therefore protect our planet from climate change.

“Huya is a major platform in the esports space and it is this audience we feel we can really engage in Extreme E, through our range of exciting teams, and all-new race format. Extreme E is set to be like nothing the motorsport world has ever seen, and we are looking forward to bringing it to as many screens as possible around the world.”

Huya collaborates with esports event organisers, as well as major game developers and publishers, and has established esports live streaming as one of the most popular content genres on its platform. The company has created an engaged, interactive and immersive community for game enthusiasts of China’s young generation. Building on its success in game live streaming, Huya has also expanded its offering to other entertainment content genres, including sports, movies and music. Huya’s open platform also functions as a marketplace for broadcasters and talent agencies to congregate and closely collaborate with the company.

Zhang PingpingDirector of Sports Operations at Huya added: “From Arctic area in Greenland, desert sands in Saudi Arabia to Amazon Rainforests in Brazil, Extreme E is about to bring these remote areas, which are under threat and already damaged, back into the public eye via a new electric-SUV racing series to commence in 2021. By delivering programmes of Extreme E, Huya is poised to make more Chinese audiences, companies and locations aware of climate damage, inspiring them to switch to a more positive and sustainable way.” 

Extreme E is a sport for purpose and has three key pillars, electrification through racing electric SUVs, equality through the stipulation each team must field a male and female driver and environment by visiting locations already damaged by climate change and highlighting the effects human behaviour is having on Earth. The series will leave a long-lasting positive impact in each of its race locations through its Legacy Programmes.

The agreement with Huya is the latest in a long line of broadcast partnerships already announced by Extreme E, including BBC (UK), Discovery (Europe and North America), FOX Sports (United States, Canada and the Caribbean), FOX Sports Asia (Southeast Asia), FOX Sports Australia, Globo (Brazil), ESPN Africa, Mediaset (Italy), Sony India (Indian subcontinent), TVNZ (New Zealand), RTM (Malaysia), Dubai Sports (Middle East), RDS (Canada), China Sports Zhibo.tv (China), RTL 7 (The Netherlands), ORF (Austria), Arena Sport (Balkans), MySports (Switzerland), Virgin Media Televsion (Ireland) and BTRC (Belarus).

To learn more about Extreme E, visit – www.Extreme-E.com

About Extreme E:

Please visit the Extreme E media centre to access images, videos and press releases: https://www.extreme-e.com/en/mediacentre

Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments around the world which have already been damaged or affected by climate and environmental issues. The five-race global voyage highlights the impact of climate change and human interference in some of the world’s most remote locations and promotes the adoption of electric vehicles in the quest for a lower carbon future for the planet.  

To minimise local impact, Extreme E races will not be open to spectators, with fans instead invited to follow the action through live TV broadcast, and on social media. 

The St. Helena, a former passenger cargo ship, has undergone a multi-million Euro refit to minimise emissions and transform her into Extreme E’s operations hub. The ship will be used to transport the championship’s freight and infrastructure, including vehicles, to the nearest port, minimising Extreme E’s footprint, as well as being used to facilitate scientific research through its on-board laboratory.

Extreme E is also pioneering hydrogen fuel cell technology which will enable its race fleet to be charged using zero emission energy. This innovative solution from AFC Energy uses water and sun to generate hydrogen power. Not only will this process emit no greenhouse emissions, its only by-product will be water, which will be utilised elsewhere on-site. 

Season 1 Calendar: 

Desert X Prix: Al Ula, Saudi Arabia
20-21 March 2021
Ocean X Prix: Lac Rose, Senegal 
29-30 May 2021
Arctic X Prix: Kangerlussusaq, Greenland 
28-29 August 2021
Amazon X Prix: Para, Brazil 
23-24 October 2021
Glacier X Prix: Patagonia, Argentina  
11-12 December 2021

About Continental Tyres: Founding Partner and Official Tyre Partner

Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent, and affordable solutions for vehicles, machines, traffic and transportation. In 2019, Continental generated sales of €44.5 billion and currently employs more than 230,000 people in 59 countries and markets.

The Tyres business area has 24 production and development locations worldwide. Continental is one of the leading tyre manufacturers with more than 56,000 employees and posted sales of €11.7 billion in 2019 in this business area. Continental ranks among the technology leaders in tyre production and offers a broad product range for passenger cars, commercial and special-purpose vehicles as well as two-wheelers. Through continuous investment in research and development, Continental makes a major contribution to safe, cost-effective and ecologically efficient mobility. The portfolio of the Tyres business area includes services for the tyre trade and fleet applications, as well as digital management systems for tyres.

About CBMM: Founding Supplier

CBMM is the world leading supplier of niobium products and technology. Headquartered in Brazil, with offices and subsidiaries in China, Netherlands, Singapore, Switzerland and the United States.

CBMM offers technical innovation to customers around the globe through a team of over 2,000 highly trained, dedicated professionals providing cutting-edge niobium products and technology to over 300 customers in 50 countries.

About LuisaViaRoma:

Established in 1929, LuisaViaRoma has been an online luxury destination since 1999. In 2019, LuisaViaRoma celebrated the company’s 90th anniversary, as well as the 20th anniversary of its online business.