Discover more
Formula E today announced an exciting new strategic partnership with Red Bull Media House to amplify the series’ footprint and accelerate growth in the DACH region (Germany, Austria and Switzerland). The partnership commences as the all-electric series enters its GEN3 Evo era for Season 11, where its new race cars have all-wheel drive capability and accelerate 0-100 kph in just 1.82s, 30% faster than an F1 car.
The newly-established Brand Studio Sports division of Red Bull Media House will leverage its expertise to elevate Formula E’s brand positioning and localised content strategy across the region, with the aim of accelerating awareness and growth throughout the season and across the DACH media ecosystem.
Where to watch in your location
The partnership will focus on content production and project management to sustainably increase brand awareness of the series with a localised approach, distributing live and other content to platforms including: DF1, Formula E’s free-to-air broadcast partner and DAZN, a global leader in sports streaming, amongst many other media and digital partners. BILD, one of Germany’s most prominent and most widely read media outlets, will also report on Formula E.
For the upcoming 16-race season, a dedicated production team will accompany Formula E to every race, delivering a unified German-language TV feed for all media partners in Germany, Austria and Switzerland. Additionally, the team will craft exclusive, story-driven highlights that reflect the unique perspectives of the DACH audience, ensuring emotionally resonant and region-specific storytelling.
Content capture began at Formula E’s Pre-Season Test in Madrid, where Brand Studio Sports produced a number of profile features on the current ABB FIA Formula E World Champion from Season 10, Pascal Wehrlein, who drives for TAG Heuer Porsche Formula E, alongside other German-speaking teams and drivers.
Aarti Dabas, Chief Media Officer, Formula E, said:
“We are delighted to work alongside Red Bull Media House to accelerate the growth of Formula E in the DACH region. The addition of the region's leading platforms BILD and DAZN to our existing partnership with DF1 and the launch of Red Bull TV in 2025 has been enabled through this partnership.
DACH is a key region for the growth of our championship and this strategic partnership with Red Bull Media House is a major step in our strategy to make our races more accessible to fans across multiple platforms, leveraging cutting-edge content and innovative storytelling to bring the excitement of Formula E closer to our German-speaking audiences.”
David Morgenbesser, CCO Media Brands at Red Bull Media House, said:
“We are very pleased with the trust Formula E has placed in our new division and the shared vision that comes with it. With our Brand Studio Sports, we will comprehensively advise Formula E in the areas of media rights and consulting, content production and project management for the DACH region.
In addition to in-depth analyses and the development of new concepts, we produce unprecedented content with internal teams and experts from Red Bull Media House, aiming to make Formula E even more renowned in the German-speaking region across a variety of media channels.”
Alice Mascia, CEO DACH and GROUP CMO at DAZN:
“With ABB FIA Formula E World Championship, we are adding one of the most innovative and forward-looking racing series in the world to our ever-growing sport portfolio. The combination of high speed, urban flair and sustainability thrills fans worldwide. We are delighted to now also bring this unique experience to our customers in Germany, Austria and Switzerland live on DAZN.”
How to watch Formula E in 2024/25 and the Season 11-opening race in São Paulo, Brazil on 7 December
Fans in Germany, Austria and Switzerland will be able to catch live race action of all 16 races in ABB FIA Formula E World Championship on free-to-air channels DF1 and blue and when the season kicks off in São Paulo on 7th December.
More viewers tuned into live Formula E race coverage during Season 10 than ever before. Formula E's global cumulative TV viewership is up 35% to 491m worldwide, with the Monaco race delivering Formula E’s highest-ever race audience at 40 million. The series has also seen a surge in its global fanbase to an average of 374m for the season, an increase of 23% from the previous season.
Formula E delivers record audience growth in Season 10
Find out more
CALENDAR: Sync all the dates and don't miss a lap of Season 11
FOLLOW: Download the Formula E App on iOS or Android
WATCH: Find out where to watch every Formula E race via stream or on TV in your country
SCHEDULE: Here's every race of the 2024/25 Formula E season
HIGHLIGHTS: Catch up with every race from all 10 seasons of Formula E IN FULL