With the recent Diriyah E-Prix in Saudi Arabia, Formula E has announced a record-breaking achievement global television and social media engagements during the season opener in Mexico City. This marked significant growth in many markets, including Asia. 

By Seb Tirado

The championship saw their biggest growth in their key American and British television audiences. The US saw an all-time high of 3.4 million viewers on CBS Sports, as well as on their new streaming partner Roku. The UK saw a viewership increase of 29% with their new exclusive television partner TNT Sports.

Significant growth in China

Notably, there was also a significant rise in engagement and viewership in the key market of China, with FIA Formula E signing a multi-year media deal with national broadcaster CMG. With a population of 1.4 billion, China is the second-most populous country in the world and represents a new and exciting opportunity for the all-electric championship to grow its audience.

This growth is expected to surge even further when the championship returns to the country for the first time since 2019, with the inaugural Shanghai E-Prix taking place at the Shanghai International Circuit.

Other countries across the world, like Canada, Brazil, and Mexico, also saw significant audience increases for the opening race of the season.

Record-breaking social media engagement

Formula E experienced record-breaking social media engagement during the 2024 season opener, with a leap in social impressions by 205% year-on-year and the championship’s website having its busiest day since its launch.

An Instagram Reel, featuring TAG Heuer Porsche driver, António Félix da Costa, promoting the new Formula E Unplugged docu-series, became the most viewed social content in Formula E history with over 25 million views so far.

An additional highlight was the involvement of Usain Bolt – the “fastest man on the planet” – in the race coverage. Bolt’s driving experience in the Formula E GENBETA car, where he managed 0-60 in 2.89 seconds, generated global media coverage and added to the event’s appeal.

An exciting future for Formula E

With the second round of the FIA Formula E World Championship having taken place in Diriyah, Saudi Arabia, the championship’s rapid rise in engagement promises to continue the excitement and growth of the category.

The Formula E network, including teams, manufacturers, partners, broadcasters, and host cities, is united in their passion for the sport and belief in its potential to accelerate sustainable human progress and create a better future for people and the planet.

Header photo credit: Formula E


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