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Global Video Distribution Network Rightster Joins Formula E As Online Video Partner

Cloud-based global video distribution and monetization network Rightster has joined Formula E as an online video partner. The deal will see Rightster manage Formula E’s YouTube channel with particular focus on channel and rights management, social media amplification, programming support and cross-promotion across the relevant channels in Rightster’s network. The partnership will aim to attract a younger audience, specifically between the ages of 16 and 24. Rightster CCO Patrick Walker said, “Rightster has a proven track record in growing YouTube channels globally. ... Given Formula E want to target a younger audience, YouTube is the perfect platform to achieve it." Formula E Dir of Media Ali Russell said, “This isn’t about converting current motorsport fans -- it is about attracting a new, younger audience" (Formula E).

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