Extreme E takes to the skies with British Airways

Extreme E, the pioneering electric SUV racing series, is delighted to announce that its acclaimed magazine programme – How to Build a Race Car has been selected by British Airways for its exclusive in-flight entertainment channel, High Life. 

High Life entertainment is available to passengers on all of British Airways’ long-haul flights and offers the very best choices of movies, sport, TV shows and interactive games. Reaching a potential audience of up to 1.4 million a month, High Life is considered to be one of the best and most widely watched in-flight broadcasting channels and boasts a myriad of up-to-the-minute blockbuster movies together with classic TV favourites and illuminating documentaries.

The Extreme E shows target an audience with a thirst for adventure and excitement. With unrivalled behind-the scenes access to the creation and progression of this ground-breaking motorsport series, the programmes take viewers on a journey all the way from the championship’s inception through to the mind-blowing race action, the people and brains behind it, as well the stories of climate change, science, exploration and passion surrounding the series. 

Ali Russell, Chief Marketing Officer at Extreme E, said: “We are delighted that British Airways has chosen Extreme E’s magazine shows for its prestigious High Life entertainment package. Our sport for purpose championship has so many fascinating stories to tell – everything from the creation of the incredible ODYSSEY 21 electric race car to life on our ocean centrepiece, the St. Helena. These programmes add so much additional depth to the championship and extend the conversation outside of the racing itself.

“Extreme E’s plethora of behind-the-scenes content which includes the fascinating people, the technology, the science and the legacy initiatives, all make for compelling viewing not only for lovers of motorsport but for anyone with a sense of adventure and care for the environment and I’m confident they will delight and entertain BA’s discerning traveller.”

Extreme E  - a sport for purpose - races in remote locations affected by the climate crisis, and in each of those areas aims to leave a long-lasting positive impact through its Legacy Programmes. The series is supporting turtle conservation along the Red Sea coastline, an educational programme in Greenland in collaboration with UNICEF and mangrove planting in Senegal.