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Eurosport launches sponsored series with Ford on the future of motorsport

By 26th November 2020 No Comments

The series centres on the tech changes powering motorsport’s transformation, with a specific focus on the role of Ford in helping pioneer these changes.

Eurosport is launching a new sponsored series, in partnership with Ford, to showcase innovations sparking changes in motorsports.

The series features drivers, engineers and scientists leading the charge in motorsport’s transformation. It covers electrification and other new technologies in motorsport, with a focus on how the Ford-powered M-Sport rally team is utilising hybrid technology in the FIA World Rally Championship (WRC) from 2022. It will also explore the Ford Fiesta ERX’s role in Projekt E, the electric version of the classic Rallycross series.

There will also be further details of Ford’s EEG racing helmet, which scans electrical brain activity to measure and enhance driver performance.

To host the series, Eurosport is creating a ‘Bring on Tomorrow’ content destination within its dedicated motorsport site and social platforms.

Mike Rich, head of sports marketing solutions at Eurosport, said: “It’s hugely exciting to partner with Ford to drive conversations about motorsport’s role in pushing the boundaries of change, brought to life through compelling digital content that underlines Ford’s position at the forefront of the transformation of the automotive industry.”

Will May, marketing manager, Ford Performance, added: “Partnering with Eurosport enables Ford to successfully target a broader audience than just motorsport fans. This is key to how we are trying to leverage our motorsport activity to a wider audience and to do so in an exciting way – with stories that grab people’s attention and show Ford in a subtly different light.”

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