Inaugural Extreme E X Prix draws global audience of 18.7 million

Extreme E’s inaugural X Prix – the Desert X Prix – came to a close at the beginning of April in AlUla, Saudi Arabia, and the global impact of the event has now been assessed with the broadcast bringing in a cumulative worldwide audience of 18.7 million, highlighting the appetite for this new sport for purpose.

The series has worked alongside YouGov Sport – global sports, sponsorship and entertainment research company - to gather data and insight into the audience of Extreme E’s first ever event, and the report has made for exciting reading.
In total, the broadcast audience was 18.7 million covering close to 900 million households in over 180 countries. There were more than 1,500 hours of broadcast coverage with China topping the table, closely followed by Europe and Asia.

YouGov Sport also looked into online media articles with more than 5,000 being published around the X Prix totally a readership of 1.6 billion, with the biggest spike being on race day itself. The UK and USA were the top countries for readership, with the USA and European countries including the UK, Germany, Spain and Italy having the most articles published.

From a social media point of view, there were over a billion impressions, with an incredible performance specifically on TikTok and Facebook.

The series is now fully focussed on delivering its second event at Lac Rose in Dakar, Senegal which takes place from 29-30 May. The action will be available in over 180 countries through more than 60 broadcasters including FoxSports in the USA and Asia, ITV, BBC, Sky Sports and BT Sport in the UK and Eurosport in Europe.

Full details are available here:

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