While Franzetta noted that Roku wanted to ensure it spent its first year with Formula E emphasizing the benefits of its free platform and broad availability, he sees a lot more potential for Year 2.
“Our platform is interactive, so going forward, we’re looking at opportunities to do other things with other elements of the production that they bring to the table,” Franzetta said. “They’re capturing different types of videos or capturing cameras from the cars … there’s a lot of things that we’re looking at adding into the experience next year.”
To reserve room for those features, Franzetta and Roku have attempted to keep their platform and live sports broadcasts clear of “intrusive advertising.” For example, Franzetta noted that Roku has a banner ad on its home screen for sponsors that typically allows a viewer to tune into an event. The sponsor can be connected to that event, which makes the ad more useful to the viewer while creating more opportunities for sports partners and advertisers.
Formula E was the test case, but it’s a formula that Roku’s repeated successfully throughout its sports offerings.
“The most obvious way to see it on the screen is the fact that we’re building these dedicated destinations for specific partners, and we generally have a sense of what works within those experiences, and we’re applying that across multiple partners,” Franzetta said. “And each time we do one, five more calls come inbound, seeking similar experiences for their sports.”
Seeing the finish line
Formula E is in its 10th season and is largely unencumbered by the legacy and traditions that can constrain the presentation of other sports and leagues. Dabas noted that Formula E’s audience is divided nearly evenly between men and women, with half of its fans age 40 or below.
That’s led the circuit to view its partnership with Roku as a blueprint for what’s possible in other territories, but also approach advertisement opportunities within its broadcasts with an open mind.
“If Roku comes to us saying, ‘We need to create this spot like a squeezeback,’ we as a championship are very flexible because we know that advertising revenue is important to tell a better story,” Dabas said. “As long as it does not interfere with the fan experience and the storytelling, I think brands and advertisers are so critical to helping the sport grow, and we should accommodate them.”
