Todt: Formula E deserves more media attention

FIA president Jean Todt has called on the media to give more coverage to Formula E, saying the sport "deserves much more".

Todt attended the Rome E-Prix earlier this month, which gained bespoke coverage beyond the regular in-house Formula E TV feed from broadcasters BBC Two, SAT.1, Sky Italia and Mediaset.

But speaking to select media including Motorsport.com, Todt reckoned more needs to be done to boost “very special” Formula E as “one of the sports where we have the best competition”.

He pointed to a lack over coverage in the local newspaper ahead of the round in the Italian capital, which made him feel “bitter”.

He said: “Clearly, [Formula E] has developed very well.

“But still, we need to put a lot of pressure, we need a very strong coverage, we need media interest, we need the fan interest. That's what we need to build.

“We want to promote electric mobility in cities and Formula E is great way to achieve that. It's very special.

"We have all the ingredients to have a very strong championship. We need to have that well-advertised.

“Sometimes I'm a bit bitter. When I see, for example, an expert magazine or paper, they don't speak enough about it.

“It deserves much more. That's what we need to improve for the championship.”

Allan McNish, Team Principal, Audi Sport ABT Schaeffler, with Jean Todt, President, FIA

Allan McNish, Team Principal, Audi Sport ABT Schaeffler, with Jean Todt, President, FIA

Photo by: Simon Galloway / Motorsport Images

When asked by Motorsport.com how Todt reckoned coverage of Formula E could be improved, he continued: “It's the work of all working together.

“For me, the success, you need to put in all the efforts.

“The teams are there, the venues are there, the specification of the championship is there.

“We need to inform well about it. We need to create interest.

“It's kind of a niche championship, comparable to none of them, so we need to make sure that we highlight that and honestly that's also our job [at the FIA] and [the media's] job.”

Formula E is currently working to formalise its own equivalent of the Concorde Agreement in Formula 1 to provide clarity to broadcasters over what contents teams and the championship can create to ensure they are not all fighting for the same audience.

This comes after the maiden round of Extreme E, which was broadcast in the UK via ITV1, BBC Sport services, BT Sport 1 and on Sky Sports Main Event.

Speaking to Autosport, Formula E chief executive officer Jamie Reigle said the series needed to pinpoint how it presents itself now it is no longer a brand-new championship.

He said: "We're no longer the fresh new thing.

“There's always a degree of curiosity about something that's new. We're an adolescent, to use that analogy.

“We've got all the attributes, but there's some very rational people at these media companies who are making the decision.

“'Do I show Formula E, or do I show handball in Germany or cross-country skiing in Poland?'.

“We need to really present ourselves in a progressive way and make it easy for them to promote us.”

shares
comments

Related video

How Sims is adjusting to post-BMW life at Mahindra
Previous article

How Sims is adjusting to post-BMW life at Mahindra

Next article

NIO 333 latest team to sign up for Formula E's Gen3 era

NIO 333 latest team to sign up for Formula E's Gen3 era
Load comments
Formula E's new toys ahead of its second-generation swansong Prime

Formula E's new toys ahead of its second-generation swansong

Formula E welcomes a mix of past, present and future for the 2021-22 season. The old guard facing off against a sprinkling of newcomers, a fresh qualifying format amid a sporting rules shake-up and a range of minor tweaks to the existing all-electric machines are all subplots to the final campaign before the next generation arrives

Formula E
Dec 3, 2021
The sharing mentality that transformed the fortunes of two FE teams Prime

The sharing mentality that transformed the fortunes of two FE teams

Electing not to share data with its competitive customer team would have been a straightforward means of gaining an edge on at least one of Mercedes' Formula E rivals last season. But by reciprocating the relationship forged under its initial HWA guise, when it was a customer to Venturi, both teams have reaped the rewards

Formula E
Nov 30, 2021
How Mercedes's Formula E squad replicated the F1 team's best trait Prime

How Mercedes's Formula E squad replicated the F1 team's best trait

With its ultra-successful sister team in Formula 1 and a support network providing some of the best minds and resources in the business, Mercedes Formula E team principal Ian James knew his squad had all the winning ingredients. But mixing it together was no easy feat and required key attributes to be grown from within

Formula E
Nov 29, 2021
How Formula E's polarising newcomer Ticktum can prove himself Prime

How Formula E's polarising newcomer Ticktum can prove himself

OPINION: Few figures in racing today divide opinion like Dan Ticktum. The Formula 2 race winner now has the chance to wipe his professional slate clean with his move into Formula E, but it won't be easy at the squad which has brought up the rear for the past three years. Here are the three key criteria he must meet to make a lasting impression on the series.

Formula E
Nov 27, 2021
How Mercedes pulled off a silent coup in Formula E Prime

How Mercedes pulled off a silent coup in Formula E

By virtue of its Formula 1 success, Mercedes was expected to rise to power in Formula E before long. That it won both the drivers' and manufacturers' championships this year, after only two seasons as a full works effort, belies a tricky path littered with potential pitfalls

Formula E
Nov 26, 2021
Why electric racing cars should be four-wheel drive Prime

Why electric racing cars should be four-wheel drive

OPINION: Circuit racing has traditionally favoured front- or rear-wheel-drive setups, eschewing the equal distribution of power. But for Formula E and other electric-powered series, our columnist believes it’s a perfect fit.

Formula E
Oct 13, 2021
How motorsport's most prominent power couple found joint success Prime

How motorsport's most prominent power couple found joint success

The Wolffs have carved their own paths in motorsport, leading their respective teams to success in Formula 1 and Formula E. But the two came together last month as their drivers finished first and second in the FE drivers' championship - a feat they are hugely proud of. In a rare joint interview, they reflect on a remarkable season

Formula E
Sep 21, 2021
The top 10 Formula E drivers of 2020-21 Prime

The top 10 Formula E drivers of 2020-21

OPINION: The 2021 Formula E campaign was one without a narrative for much of the season, with no single car or driver able to break away from the pack. That makes choosing a top 10 especially difficult, particularly as the qualifying format meant some worthy performers were unable to enjoy their day in the sun.

Formula E
Sep 19, 2021