Flagship Greenland broadcaster to air Extreme E X Prix
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Editor
| 04 August 2021
Just as it makes preparation for the third leg of its off-road electric racing championship in the country, Extreme E, has confirmed Greenland’s flagship national television broadcaster, Kalaallit Nunaata Radioa (KNR) will air the Arctic X Prix live on its digital, terrestrial and cable television channels.
Extreme E Greenland 4 AUg 2021
The championship, which made its global debut in Saudi Arabia back in April 2021, will make motorsport history when it races on Greenland’s retreating Russell Glacier on August 28-29, as it marks the first ever motor racing event ever to take place in this country.

The Extreme E series hopes to raise awareness of the climate emergency by mixing sport with purpose to inspire change. It also aims to leave behind a long-lasting positive impact through its legacy programmes and showcase the performance of all-electric vehicles in extreme conditions, promoting their adoption of electric vehicles in the quest for a lower carbon future for the planet.

Extreme E has already completed two of its five X Prix in its inaugural season – the Desert X Prix in Saudi Arabia and Ocean X Prix in Senegal – and is now in full planning mode for its Arctic X Prix. Like all of Extreme E’s race venues, Greenland has been chosen as it is an area suffering as a direct result of the climate crisis. By visiting the area of Kangerlussuaq, the pioneering electric series aims to raise awareness of the rate at which ice is melting by racing on land previously occupied by the once-mighty glacier.

The first two events have been hits on traditional TV channels and also social media platforms. In addition to working with 75 broadcasters in 180 countries, Extreme E has developed a strong social media presence. The broadcast of the debut event in Saudi Arabia in April pulled in 18.5 million views across Extreme E’s TikTok account and the championship also acquired 60,000 new fans after partner Little Dot Studios created an exclusive 90-minute production which captured 360,000 views. Extreme E has also joined forces with video game development and entertainment company One Earth Rising to create a new channel on Twitch.tv.

With the new deal in place, Extreme E that not only will it be able to shine the spotlight on the emergency of the environmental situation in Greenland, but that it can also leave behind a positive long-term legacy in the region including a collaboration with UNICEF to educate young people on the impacts of climate change. Extreme E will also support UNICEF’s NAKUUSA programme, which this year celebrates its tenth anniversary supporting children’s rights in Greenland through the creation of children’s councils that help to amplify their voices.

“By bringing our sport for purpose here we can show the world, through our broadcast, the destruction being caused to the ice cap and the steps we can all take to reduce our carbon emissions and help put a halt to this global emergency,” said Extreme E chief marketing officer Ali Russell commenting on the new deal. “We are delighted that KNR will be working with us and televising this world first in Greenland. No-one has ever put on a motorsport event here before and so we are excited and proud to be taking Extreme E to this beautiful country which unfortunately, is being devastated by the climate crisis.”

Added KNR head of television Kim Larsen, at said: “KNR is happy to broadcast the Extreme E event in Greenland, it’s excited to present the very first motorsport event. We are proud to be able to show programmes and transmit the live events over all of Greenland. Bringing an event of this size to Greenland is an extreme in itself - Extreme E is truly ground-breaking.”