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“It’s more complicated for us because we have so many nationalities racing, but doing it like this allows us to engage with the fans in a better way,” he believes. Liverpool fans are very much interested in their half of their story, and the same goes for Bayern fans.” “The Champions League final between Liverpool and Bayern Munich. “A French fan of Jean Eric Vergne won’t be very interested in the fact that someone else won the race, but he would rather know why JEV didn’t win the race.” “I believe in us needing local language content which relates to the local fan.” “We’re putting out much more original content on the website as well in different languages,” Tiffert says.

The release of And We Go Green is only one part of Formula E’s wider strategy to focus on the stars of the show.įormula E have “humanised” their website, stripping back some of the more corporate assets and focusing more on original content, tailoring the content based on the readers location.

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The overall intent is correct and we should applaud them because it is a well-made documentary, and broadcasters worldwide did air the film, however the timing of the release was perhaps not ideal due to the pandemic, plus the film focused on events that happened two years prior. > Free-to-air “the right way forward” for Formula E in the short to medium-term Released during lockdown, feature-length documentary And We Go Green helped shine a light on some of Formula E’s leading stars, although only 35,000 views so far on YouTube suggests that the film did not cut through in the way that Formula E were hoping for. The road before Tiffert arrived on the Formula E scene was bumpy: they ditched their YouTube show Voltage half way through the 2018-19 season after just six races, one reason perhaps why their content teams have since been centralised into one division.

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The drivers have incredible skill, and this is something we want to put in front of everybody to make people realise that they are incredible.” “If you’ve watched the races so far this season, this is where we try to place the emphasis. “They multi process everything at the same time, telling the engineers the regen, energy management, battery temperature, all whilst fighting for position and dealing with Fanboost,” Tiffert tells me. “One of the goals we have is to be able to elevate the profiles of the drivers, not in an artificial way, but rather in a way to explain to the fans how difficult it is what they do, because what they do is incredible.” What we are really focussing on, and what I was talking about when I was at Eurosport already, is how can we lift the profile of the drivers as that’s how we can build a fanbase and following.” “I want fans to remember our drivers as Formula E drivers.

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Tiffert cites the fact that Formula 1 fans do not remember Ayrton Senna as a driver of an individual team, but rather as an F1 driver, because of his supreme driving ability.

“In there, we all collectively agreed on the fact that, because this was the flag I was waving at the time at Eurosport internally, that we need to get away from celebrating the championship or the cars, but we need to celebrate and build the profiles of the drivers, because they are the real heroes everybody can refer to.” Sebastian Tiffert – Head of Content at Formula E. “Prior to the start of season four, I attended a broadcaster workshop, which was really interesting,” Tiffert says. Tiffert’s first interactions with Formula E occurred through his previous role, where he was Eurosport’s Global Director of Motorsports.Īlthough not part of the paddock family on a race-by-race basis, his role allowed him to indirectly influence Formula E’s direction of travel from a marketing perspective. The Berlin finale ends season six for the electric series, a remarkable feat considering it very nearly went under half way through season one.īefore the COVID-19 pandemic took hold, Motorsport Broadcasting caught up with Formula E’s Head of Content Sebastian Tiffert on how the championship has moved forward in recent times. Thanks to the COVID-19 pandemic, championship organisers have opted to wrap up the 2019-20 season with six races taking place over eight days at Berlin’s Tempelhof Airport.įinishing a championship on a warm Thursday during the holiday season in August is never ideal from an audience perspective, although Formula E have attempted to make the best out of a bad situation: all six races start on the edge of primetime in Europe to try to attract a bigger audience.Īs the championship grows, so does its reputation and standing in motor sport.

The next two weeks are arguably the most frantic in Formula E’s six-year history.

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