ITV secures Formula E broadcast rights with Nicki Shields as lead presenter

ITV has clinched a new free-to-air deal with Formula E, bringing all 16 E-Prix and qualifying sessions of the ABB FIA Formula E World Championship Season 11 live to viewers in the UK and Ireland.

The partnership not only enhances accessibility to the electric racing series but also introduces Nicki Shields as the lead presenter, marking a notable moment in the sport’s media landscape.

Starting from 7th December with the inaugural race in São Paulo, fans will be able to watch every electrifying moment of the championship live on ITV4 and the streaming platform ITVX. The agreement ensures that nine races will be broadcast live on ITV4, including high-profile events in Miami, Monaco, Tokyo, and the London finale. Additionally, an innovative highlights show will follow each race weekend, offering in-depth analysis and exclusive content.

Richard Botchway, Assistant Commissioner at ITV Sport, expressed enthusiasm about the collaboration: “This new deal brings Formula E fans some of the biggest races across Season 11. We are delighted to be the free-to-air partner and look forward to welcoming Formula E to ITV and ITVX.”

The move aligns with ITVX’s strategy to deliver diverse and original content, bolstering its portfolio that already includes football, horse racing, and rugby. With 15,000 hours of programming, the platform aims to attract a broader audience to the world of electric racing.

Perhaps the most groundbreaking aspect of the announcement is the appointment of Nicki Shields as the lead presenter for Formula E. Shields, a familiar face since the series’ inception in 2014, becomes the first woman to hold this pivotal role. Her promotion signifies Formula E’s commitment to diversity and inclusion within motorsport.

Jeff Dodds, CEO of Formula E, highlighted the significance of Shields’ new position: “Nicki has been a cornerstone of our broadcast team and a passionate advocate for what Formula E represents. Her promotion is testament to her exceptional talent and dedication. It also underscores Formula E’s commitment to breaking down barriers and creating meaningful opportunities for women in motorsport.”

Shields brings a wealth of experience to the role, having been deeply involved in the sport both on and off the track. Notably, she was the first female media professional to drive a Formula E car and served as the first female lead commentator for the F1 Academy. Beyond her broadcasting credentials, Shields is an advocate for STEM initiatives and actively supports the FIA Girls on Track programme.

Expressing her excitement, Shields commented: “I vividly remember my first Formula E race in Beijing 2014, and 10 years later, my passion for the sport remains just as strong. I’m thrilled to return to Formula E as lead presenter for Season 11. It’s an honour to share the excitement and drama of this incredible sport with fans around the world.”

Enhancing Fan Engagement and Accessibility

The partnership between Formula E and ITV is set to significantly enhance fan engagement. By providing free-to-air access, the series aims to attract new audiences and offer existing fans more comprehensive coverage. The inclusion of an all-new bespoke highlights show hosted by Shields promises to deliver exclusive insights, behind-the-scenes footage, and expert analysis.

Aarti Dabas, Chief Media Officer at Formula E, emphasised the importance of fan accessibility: “We’re delighted to offer UK and Ireland fans even greater access to our incredible championship via our two fantastic media partners. With our new post-race weekend highlights show on ITV, fans will be able to get bespoke content directly from the paddock, helping educate, excite, and entertain new and loyal fans alike.”

The strategic move comes at a time when electric racing is gaining momentum globally. The series showcases cutting-edge technology and sustainability initiatives, aligning with growing consumer interest in electric vehicles and environmental responsibility.

This deal reinforces ITV’s position as a significant player in motorsport broadcasting. By adding Formula E to its roster, ITV diversifies its sports offerings and taps into the rapidly expanding market of electric racing enthusiasts.

The broadcaster’s approach combines traditional television with digital streaming via ITVX, catering to changing viewer habits. Live streaming of all races and qualifying sessions ensures that fans can access content on multiple platforms, enhancing the viewing experience.

Looking Ahead: Season 11 Highlights

Season 11 of the ABB FIA Formula E World Championship promises to be one of the most exciting yet. With races scheduled in iconic cities such as Monaco, Miami, Tokyo, Berlin, and London, the global footprint of the series continues to expand.

The competition will see 22 drivers and their teams battling for supremacy on the streets of some of the world’s most dynamic urban centres. The inclusion of new destinations and double-header events adds to the anticipation.

ITV’s coverage aims to capture not just the on-track action but also the stories behind the teams and drivers. The addition of expert commentators like Karun Chandhok, David Coulthard, and Billy Monger will provide depth and context, appealing to both hardcore fans and newcomers.

The partnership between Formula E and ITV also opens up new commercial opportunities. Brands seeking to associate with innovation, sustainability, and cutting-edge technology may find the expanded coverage appealing for sponsorship and advertising.

For Formula E, increased visibility on a free-to-air platform could boost ticket sales, merchandise, and overall fan engagement. The series has always positioned itself at the intersection of sport, technology, and sustainability, and this deal amplifies that message.