Sony Pictures Networks India (SPNI) has announced an exciting three-year media partnership with the electric car racing championship, Formula E. This collaboration is set to bring all the high-octane racing action live across the Indian subcontinent, featuring exclusive content on both Sony Sports Network and the digital streaming service, Sony LIV.
A Closer Look at the Partnership
Under this new agreement, SPNI will broadcast every race of Formula E’s thrilling tenth season. Fans will not only enjoy the races but also get exclusive access to practice sessions, qualifying rounds, and live streams on Sony LIV. Additionally, the behind-the-scenes series, “Unplugged,” will provide a unique look at the season, focusing particularly on Jehan Daruvala of Maserati MSG Racing during his first year in the championship.
Promoting Local Talent and Engaging Fans
Building on previous collaborations during the fourth, fifth, and sixth seasons of Formula E, Sony Sports Network is launching a robust campaign to promote the championship. The campaign, themed “The Ride has just begun,” aims to enhance the local relevance of Formula E and garner more support from the Indian audience. The spotlight is especially on Jehan Daruvala, an emerging star in the world of motorsport.
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Wide Coverage Across the Region
Sony Sports Network plans to broadcast the Formula E races live not only in India but also in Afghanistan, Bangladesh, Bhutan, the Maldives, Nepal, Pakistan, and Sri Lanka. This extensive coverage ensures that a vast audience will have access to this season’s exciting races, starting with the upcoming event at the Misano World Circuit Marco Simoncelli in April 2024.
Executive Insights on the Partnership
Rajesh Kaul, chief revenue officer for Distribution & International Business and head of sports business at SPNI, expressed his enthusiasm about the partnership. “Formula E enjoys a strong following among motorsports fans in India, and with rising talents like Jehan Daruvala, we anticipate even greater interest. We are confident that this partnership will make Formula E the future of motorsport racing globally,” Kaul noted.
Aarti Dabas, chief media officer for Formula E, also highlighted the importance of the Indian market. “With a diverse and youthful fanbase, India represents a significant opportunity for growth. We are thrilled to partner with Sony Sports Network to boost this expansion, ensuring that fans have unparalleled access to our content,” Dabas commented.
A Dream Realized for Daruvala
Jehan Daruvala shared his excitement about his Formula E career and the support from his fans through Sony Pictures Networks. “Joining Maserati MSG Racing and racing in Formula E is a dream come true. I am deeply committed to excelling for my team and my fans in India and across the globe,” said Daruvala.
