Count Us In

Speeding up a sustainable future with Extreme E

The race to zero is on

Motor racing has always been the laboratory of transport innovation. And Extreme E is leading the way, using electric racing to highlight remote environments under threat of climate change issues, and to encourage us all to take positive action to protect our planet’s future. To lower its impact, Extreme E is designed to be a broadcast sport, meaning fans can watch it live on TV and online instead of traveling to the location. But how can they engage millions of fans with this mission remotely?

Extreme E and Count Us In joined forces to launch the “Extreme E Count Us In Challenge” – a campaign using the power of sport, and the excitement of motor racing, to inspire fans to take practical steps on climate change. Through the Challenge, fans are not only encouraged to follow their teams during the race, but to actively back them by committing to take climate action in their own lives – from walking and cycling more, to eating more plants, to considering an electric vehicle as their next purchase.

Every action by every fan is allocated to their favorite team, and every season teams compete for the Extreme E Sustainability Award, given to the team with the most climate actions taken by fans. The Challenge leaderboard, shown on the fan action platform and broadcast internationally, tracks teams’ and fans’ progress.

“Our first season working with Count Us In was a huge success – and it was fantastic to see just how much fan engagement there was which further underlines the power of our sport. We are fortunate to have a phenomenal platform and it’s important we use it in the right way and that is, not only to entertain, but also to educate. Initiatives like Count Us In allow us to magnify our message and facilitate quantifiable change that really makes a difference.” – Alejandro Agag, Founder and CEO of Extreme E

In Season 1, X44 became the first winning team of the Extreme E Sustainability Award. Led by Sir Lewis Hamilton, X44 clinched the award with a total of 792 actions pledged with Jenson Button’s JBXE team coming in close second with a total of 749. The first season of the Extreme E Count Us In Challenge inspired 1,231 fans to take 3,207 steps which saved an impressive 1,242,223 KG C02e. It also provided a platform for Extreme E and Count Us In to push the net-zero transport agenda at COP26 in Glasgow, where we held an event featuring civil society, industry, policy leaders, and the UN High Level Climate Action Champions, to showcase the progress that’s been made and calling for accelerated ambition on clean transport.

In 2022, the race is on, McLaren Racing joining with its legions of fans battling it out for their team, and through our increased cooperation on advocacy to speed up the end of tailpipe pollution.