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Formula E appoints broadcast media partner for TV glory

The new FIA Formula racing series for electric cars has secured a partnership with media rights company MP & Silva to manage and implement its media and broadcasting strategy.

FIA Formula Race Car

The new appointment will help the new Formula E follow in the footsteps of the world-renowned Formula One, by securing broadcasting contracts to televise its races.

Electric cars the TV stars

With an annual turnover of US$350 million, MP & Silva boasts an excellent track record in distributing TV and media rights for some of the most prestigious sports events around the world including Europe's top leagues in football, FIFA World Cup qualifiers, Grand Slam tennis and motor racing. It currently provides over 10,000 hours of programming to over 200 broadcasters in 215 countries every year.

MP & Silva will work to secure the best coverage of the Formula E as it can over the coming 12 months ahead of the first race. To ensure the best possible broadcasting experience, state of the art technology and cameras will be used to capture the spectacular backdrop of the 10 street circuits worldwide.

The new Formula E championship is designed specifically to showcase the possibilities of electric vehicles,  and will launch in 2014. Expected to race around inner city tracks, where electric vehicles are most commonly used, cities including London, Rome, Los Angeles, Miami, Beijing, Putrajaya, Buenos Aires and Rio de Janeiro are confirmed as some of the first hosts.

Andrea Radrizzani, Group CEO of MP & Silva, commented: “We are very excited to work with Formula E right from the beginning of their media strategy. We are in a good position to advise them on the production content to make it a great TV show, targeting a fresh and young audience, who will want to see fast electric cars racing on city streets with less noise pollution.

“As media advisors, we are glad to bring our expertise to devise a strategy to increase Formula E sponsorship appeal and its media rights value. We will start talks with interested broadcasters now and a production tender will be sent out soon.”

Alejandro Agag, CEO of championship promoter Formula E Holdings, added: “FIA Formula E Championship and MP & Silva both share the same commitment to ensuring safety, innovative technology and sustainable mobility. We are confident that with their extensive experience they will distribute all the best Formula E action in a comprehensive and innovative manner to racing fans in homes all over the world.”

In the run up to the first race, demonstrations of the first electric race cars are expected to commence later this year, followed by the first official electric car race in 2014. The plan is for a grid of 10 teams and 20 drivers.

McLaren is one of those confirmed to participate in a new consortium called Spark Racing Technology, which will design and built battery-powered race cars for the event.

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Faye Sunderland

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