Sony Pictures Networks India to broadcast all Formula E races under new three-year media deal – MARKETECH APAC – MARKETECH APAC

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Sony Pictures Networks India to broadcast all Formula E races under new three-year media deal – MARKETECH APAC – MARKETECH APAC

India – Sony Pictures Networks India (SPNI) has entered into 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.

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

Formula E’s behind-the-scenes series, Unplugged, will also be broadcast on 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 previously worked with Formula E, having broadcast its content in the fourth, fifth and sixth seasons. And as part of this new partnership, Sony Sports Network launched a campaign promoting the championship and highlighting Indian Jehan Daruvala of Maserati MSG racing.

With the message “The race has just begun”, the campaign seeks to localize Formula E and rally public support.

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

After thrilling races in Rome last year, Formula E is set to make its debut at the Misano World Circuit Marco Simoncelli on April 13-14, 2024.

Rajesh Kaul, Chief Revenue Officer for Distribution and International Business and Head of Sports Business at Sony Pictures Networks India, shared: “We are delighted to announce our multi-year partnership to broadcast all Formula E races live on Sony Sports Network. Formula E enjoys a loyal following among motorsport 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 globally, and we are confident that the strong Indian connection will definitely ensure more love from sports fans in India.

Commenting on the partnership, Aarti Dabas, Head of Formula E Media, also said, “With an enthusiastic, diverse and young sports fan base, India is an important growth market for us. As such, we are excited to partner with Sony Sports Network to drive this growth. This partnership ensures Indian fans have unparalleled access to Formula E content. This includes live coverage of every race across Sony’s linear and digital channels, featuring rookie driver and local favorite Jehan Daruvala and their home team, Mahindra, who have been part of Formula E since the first season.

Meanwhile, Daruvala also shared, “I am excited to continue my career as a Formula E driver, knowing that I have a huge and passionate fan base following me through Sony Pictures Networks. It is a dream come true to join Maserati MSG Racing, and I am committed to doing my best for the team, the fans at home and around the world.

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