Fully-electric racing series Formula E has selected Rightster as its first online video partner.

The FIA Formula E Championship is a new concept for motor sport and aims to increase interest in electrical cars as well as promote sustainability.

The event will compete in some of the world’s leading cities including London, Bejing and Miami and already has Leonardo Di Caprio and Richard Branson among its supporters.

The deal will see Rightster manage Formula E’s YouTube channel, focusing on channel and rights management, social media amplification, programming support and cross-promotion across relevant channels in Rightster’s network.

Patrick Walker, chief commercial officer, Rightster said: “Given Formula E want to target a younger audience, YouTube is the perfect platform to achieve it. The championship has already received a huge positive response on social media from younger generations and we look forward applying our expertise to further deepen this engagement over the coming months.”

Ali Russell, director of media, Formula E said: “Formula E has been introduced to help promote sustainability and increase the uptake in electric vehicles. This isn’t about converting current motor sport fans – it is about attracting a new, younger audience.”

Last month, Alberto Longo, deputy chief executive and managing director of Forumla E was joined on stage at the Festival of Media LatAm by Bruno Senna and Lucas Di Grassi – both Formula E drivers – to discuss the new sport. Check out the video below.