Multinational automaker Ford and multi-sport brand Eurosport launched a new digital content partnership to explore the future of motorsport and bring to life the automaker’s electrification promise across the content. The new series ‘Bring on Tomorrow’ will showcase the innovations at the forefront of the changes in motorsport to ignite discussions about this transformation.

The series developed by Eurosport will feature the drivers, engineers and scientists who are leading the charge in motorsport’s transformation, engaging motorsports fans and enthusiasts and those with broad interests in sports, technology and protection of the environment. The content will also be showcased across Eurosport’s social platforms in countries throughout Europe, with local language content developed for key territories like France, Italy and Spain.

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.

“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,” says Mike Rich, head of sports marketing solutions at Eurosport.

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,” adds marketing manager at Ford Performance, Will May.

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.