The content will be bespoke to the social-media platform and include behind the scenes video content from the racing locations

Extreme E Tik Tok

Content agency Little Dot Studios has put together a dedicated team to create Extreme E content for TikTok.

The bespoke content for TikTok will focus on the off-road sport as well as raise awareness of the impact of climate change. It includes behind the scenes video content from the racing locations; highlights from the races; and exclusive live streaming content to drive awareness on climate change and other initiatives.

All the clips will be available from the official Extreme E TikTok account.

The Extreme E season begins this week (3 April, in AlUla, Saudi Arabia) and ends on 12 December in Tierra del Fuego, Argentina. It also includes races in Senegal, Greenland, and Brazil.

Yannis Ioannidis, senior manager, global business development at TikTok, said: “We are really excited to kick-off our partnership with Extreme E, a first-of-kind motor racing championship committed to sustainability and gender equality, values that matter deeply for TikTok. In a year where most of us are still stuck at home, Extreme E will showcase spectacular sports, technology, and travel content from remote corners of the planet to TikTok’s diverse community that is always looking for new ways to keep entertained and interact.”

Ali Russell, chief marketing officer, Extreme E, added: “Extreme E’s goal is to be the youngest, most dynamic racing series on the planet, so we are delighted to be joining forces with TikTok, the leading short-form video platform. Our sport for purpose platform, which highlights electrification, environment, and equality, will provide thrilling action whilst also raising awareness of global climate change issues, the solutions and the actions we can all be part of.

Director of Sport at Little Dot Studios, Robbie Spargo, said: “Extreme E perfectly echoes Little Dot Studios’ vision to be a sustainable company at the forefront of sports and entertainment, so we’re delighted to continue our work together and can’t wait for the first race. Little Dot already generates six billion organic views each month for our partners, reaching young audiences across social video platforms, and to add another partnership with TikTok just serves to further grow our excitement about the vertical video space.”