- New series will investigate the innovations that signal the future of motorsport from those leading the charge
- Exclusive content to feature on Eurosport’s dedicated motorsport destination and will reach broader interest audiences via Group Nine’s Seeker
- Local language content developed for key territories including France, Germany, Italy, Spain and the U.K.
Ford and Eurosport have announced a new digital content partnership to explore the future of motorsport and bring to life the automaker’s electrification promise across the continent. A new and exclusive series will showcase the innovations at the forefront of the changes in motorsport to ignite discussions about this transformation.
Developed by Eurosport, Discovery’s leading multi-sport brand, the series will feature the expert drivers, engineers and scientists who are leading the charge in motorsport’s transformation. It will engage motorsport fans, motoring enthusiasts and those with a broad interest in sports, technology and the protection of the environment through a ‘Bring on Tomorrow’ content destination within Eurosport’s dedicated motorsport site, as well as across Eurosport’s social platforms in countries throughout Europe.
The series will touch on a wide range of industry-leading innovations pointing to the future, including electrification and other new technologies in motorsport. Audiences will follow how the successful Ford-powered M-Sport rally team is advancing new hybrid technology that will enter the FIA World Rally Championship (WRC) from 2022, as well as how the Ford Fiesta ERX is driving forward Projekt E, the electric version of the classic Rallycross series. This will be presented alongside further details of Ford’s ground-breaking EEG racing helmet, which scans electrical brain activity to measure and enhance driver performance.
The collaboration, established in conjunction with Mindshare, the global agency network that is part of WPP, will benefit from Discovery’s global scale by tapping into the digital reach of its Group Nine Media brand, Seeker. This will engage a broader curious audience, such as those with a deep interest in the environment and the science shaping our world, with specially curated content featuring the science behind the transformation of motorsport. Around the new content, Eurosport and Seeker will run a dedicated campaign to amplify and drive traffic to the ‘Bring on Tomorrow’ content destination on Eurosport.com.
Mike Rich, Head of Sports Marketing Solutions, Eurosport, said: “It is 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.
“The scale and diversity of our digital platforms and audiences will help Ford deliver its communications objectives, driving traffic and amplifying the messages of ‘Bring on Tomorrow’ throughout Europe. We are particularly pleased to create an offer which marries Eurosport’s motorsport expertise with Discovery’s wider network and leadership in science, engaging Seeker’s digital-first audience with new and exclusive content,” Rich added.
Will May, Marketing Manager, Ford Performance, said: 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.
“Combined with what Ford is doing in the realm of Hybrid and Battery powered cars and commercial vehicles, we are aiming to change people’s perceptions of Ford and show how Ford is beginning to play in the automotive industry of the 21st Century with exciting vehicles such as Mustang Mach-E, Puma Hybrid and in the world of commerce, the E-Transit.
James Lynn, Partnerships Director, Mindshare, said: We’re delighted to have brought this partnership between Ford and Eurosport to life. The collaboration provides the perfect platform to drive conversations about the future of motorsport and showcases the steps that Ford is taking to help shape the future of the industry.
Committed to leading the way during a time of huge transformation for the automotive industry, Ford is delivering 14 electrified vehicles to customers by the end of 2020 and promising to electrify all future passenger vehicles coming to market. By offering a comprehensive range of electrified powertrain solutions, Ford can tailor performance and capability to reflect diverse operating scenarios for different vehicles, and deliver the company’s brand values of trust, affordability and fun-to-drive for passenger car and commercial vehicle customers.
Globally, Ford is investing more than $11 billion dollars to electrify its vehicles. It expects electrified powertrains to account for more than half of the company’s passenger vehicle sales by the end of 2022. By this time, the company also expects to have sold 1 million electrified passenger vehicles.
Eurosport is the number one sport destination in Europe, fuelling the passion of fans and connecting them with the greatest sports events in the world. As the Home of the Olympic Games in Europe, Eurosport delivered the ultimate Games experience for PyeongChang 2018 reaching both record linear and digital viewership across localized Eurosport services. Firmly established as the Home of Cycling, Grand Slam Tennis and Winter Sport, Eurosport channels – Eurosport 1, Eurosport 2 – reach 246 million cumulative subscribers across 75 countries in Europe, Asia Pacific, Africa and the Middle East. Eurosport.com is Europe’s No 1 online sports news website with an average of 30 million unique users per month and, along with the Eurosport app (available on iOS and Android), the only place to watch Eurosport anytime online, on mobile and on tablet devices. Eurosport Events specializes in the management and promotion of international sporting events. More information is available by visiting corporate.eurosport.com.
Discovery, Inc. (Nasdaq: DISCA, DISCB, DISCK) is a global leader in real life entertainment, serving a passionate audience of superfans around the world with content that inspires, informs and entertains. Discovery delivers over 8,000 hours of original programming each year and has category leadership across deeply loved content genres around the world. Available in 220 countries and territories and nearly 50 languages, Discovery is a platform innovator, reaching viewers on all screens, including TV Everywhere products such as the GO portfolio of apps; direct-to-consumer streaming services such as Eurosport Player, Food Network Kitchen and MotorTrend OnDemand; digital-first and social content from Group Nine Media; a landmark natural history and factual content partnership with the BBC; and a strategic alliance with PGA TOUR to create the international home of golf. Discovery’s portfolio of premium brands includes Discovery Channel, HGTV, Food Network, TLC, Investigation Discovery, Travel Channel, MotorTrend, Animal Planet, Science Channel, and the forthcoming multi-platform JV with Chip and Joanna Gaines, Magnolia, as well as OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport, the leading provider of locally relevant, premium sports and Home of the Olympic Games across Europe. For more information, please visit corporate.discovery.com and follow @DiscoveryIncTV across social platforms.
Ford Motor Company is a global company based in Dearborn, Michigan. The company designs, manufactures, markets and services a full line of Ford cars, trucks, SUVs, electrified vehicles and Lincoln luxury vehicles, provides financial services through Ford Motor Credit Company and is pursuing leadership positions in electrification; mobility solutions, including self-driving services; and connected services. Ford employs approximately 190,000 people worldwide. For more information regarding Ford, its products and Ford Motor Credit Company, please visit corporate.ford.com.
Ford of Europe is responsible for producing, selling and servicing Ford brand vehicles in 50 individual markets and employs approximately 46,000 employees at its wholly owned facilities and consolidated joint ventures and approximately 61,000 people when unconsolidated businesses are included. In addition to Ford Motor Credit Company, Ford Europe operations include Ford Customer Service Division and 19 manufacturing facilities (12 wholly owned facilities and seven unconsolidated joint venture facilities). The first Ford cars were shipped to Europe in 1903 – the same year Ford Motor Company was founded. European production started in 1911.
About Group Nine Media:
Group Nine has the most optimistic, fast moving, deeply connected brands in the categories that matter NOW. As the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], Group Nine’s brands are built for the platforms where young people spend the majority of their time. We reach over 80% of Americans in their 20s every month [Nielsen DCR, June 2020]. Audiences spend nearly 90 million hours a month engaging with our category-defining brands [platform analytics, June 2020] – NowThis, the no. 1 most-watched news and politics brand globally on social [Tubular Labs, May 2020]; The Dodo, the #1 media brand for reach on mobile in the U.S. [Nielsen DCR, November 2019]; POPSUGAR, the #1 most engaged-with Women’s Lifestyle site in the U.S. [Comscore, February 2020]; Thrillist, the most-trusted digital brand in food, drink, travel & entertainment; and Seeker, the no. 1 science brand on mobile in the U.S. [Nielsen DCR, April 2020]. Group Nine has been recognized with hundreds of prestigious awards including Edward R. Murrow, James Beard, Cannes Lions, Critic’s Choice, among others.
Seeker is the #1 science brand on mobile in the U.S. [Nielsen DCR, December 2019]. We empower the curious to understand the science shaping our world. We tell award winning stories about the natural forces and groundbreaking innovations that impact our lives, our planet, and our universe. We encourage our viewers to question, dream and create. In December 2016, Seeker joined forces with Thrillist, The Dodo and NowThis to form Group Nine Media — the #1 video publisher on mobile in the U.S. [Nielsen DCR, November 2019].
We were born in Asia in 1997, a WPP start up designed to make media exciting, fun and life changing. For the last 20 years our values of Speed, Teamwork and Provocation have guided us in a world where everything begins and ends in media. We are the Cannes Lions Media Network of the Year 2019 and WARC Media 100 #1 Media Network 2020, with the top 3 most creative campaigns of the past year – so basically, statistically the best media agency in the world!
Our 10,000 people work with some of the world’s best brands and companies to challenge convention. In 116 offices across 86 countries we integrate brand and demand, ruthlessly focus on outcomes and create the unexpected. We manage $24.1bn in billings and are the largest media agency in GroupM, WPP’s Media Investment Management arm, which is the #1 media holding group globally with billings of $63bn (Source: COMvergence 2019).
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