Extreme E, the pioneering electric SUV off-road racing series, is pleased to announce the promotion of Ali Russell from Chief Marketing Officer to Managing Director.
With his extensive commercial and sports background, and exceptional leadership skills, Russell’s goal is to further elevate Extreme E’s strategic vision and drive the growth of the championship as it looks to the future.
As Chief Marketing Officer, Russell has played a pivotal role in the success and development of Extreme E since its inception in 2018.
Having been part of the founding team behind Formula E, his innovative approach to marketing and passion for sustainable motorsport have contributed significantly to the series’ global recognition and appeal.
In his new role as Managing Director, Russell will assume broader responsibilities, overseeing all aspects of the series’ structure, including commercial, operations and race logistics, and stakeholder management.
Russell’s track record of success in motorsport, combined with his understanding of the business’ drive for sustainable technology, equality, diversity and high-impact sports entertainment, makes him an ideal candidate to lead Extreme E into the future. Under his leadership, the championship aims to leverage its unique brand positioning, growing its multi-channel platform to engage new audiences and expand its reach.
Expressing his enthusiasm for the new role, Ali Russell said: “I am incredibly honoured and excited to take on the position of Managing Director at Extreme E. The championship has already made significant strides in raising awareness about climate change, gender equality and diversity, and the need for sustainable practices in motorsport while providing exciting and engaging racing for our fans.
“I look forward to working closely with our partners, stakeholders, and the entire Extreme E team to build on these achievements and drive the championship to new heights.”
Alejandro Agag, Founder and CEO of Extreme E, expressed his confidence in Russell’s capabilities, stating: “Ali has been an integral part of the Extreme E journey from day one, and his promotion to Managing Director is well-deserved.
“He brings a vast depth of knowledge and expertise to the series, and I have no doubt that he will lead the championship in this new role with great success.
“Ali’s strategic vision, combined with his passion for sports, sustainability and equality, will undoubtedly lead to an exciting new chapter for Extreme E.”
Extreme E, in its first two seasons, has garnered significant attention worldwide for its unique approach to racing and its commitment to raising awareness about climate change, as well as becoming motorsport’s first and only gender equal driver format.
The series, which combines exciting electric racing with environmental advocacy, has seen teams compete in remote locations across the globe, including the Arctic, the coast of Africa, the deserts of Saudi Arabia, and most recently this past weekend, a former coal mine in Scotland.
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