Formula E is expanding its U.S. media presence through an expanded deal with current partner CBS Sports and a new streaming pact with Roku.
Beginning in 2024, CBS will air five races live on its broadcast channel and Paramount+. Throughout the season, the Roku Channel will stream 11 races on its free, ad-supported streaming (FAST) option available on Roku devices and online.
The 2024 Formula E calendar is not set yet, but the 2023 campaign includes 16 rounds total. Financial details of the deal are not available.
Last weekend, Formula E raced in front of a sellout crowd in Portland, Oregon, where the series will return next year. Until 2023, Formula E had been racing in New York City, but limited space and construction issues forced the series to find a new U.S. stop.
The EV racing series says it reaches 20 million fans per race through live viewing, highlights, and recaps. It is also hoping its new Gen3 car entices younger fans to follow the series.
Getting In The Game
Roku’s agreement marks its first entry into live sports rights. The Roku Channel currently has content deals in place for a variety of sports and entertainment programming.
It would be hard to imagine a major sport opting for an exclusive deal with Roku, but it’s clear the company is confident in the upside of airing live sports in general.
