Bristol Street Motors will sponsor Channel 4’s coverage of the Formula E World Championship, marking the latest in a string of sports sponsorships announced by parent company Vertu Motors.

The latest deal follows the dealer group's sponsorship of Channel 4’s coverage of the FIA Formula One and W Series Championship.

Channel 4 will become the UK’s exclusive free-to-air TV home of the ABB FIA Formula E World Championship, in a multi-year broadcast agreement beginning this season. 

Every race in the Championship’s biggest-ever 16-race calendar will be aired live on Channel 4 and All4, or on Channel 4 Sport’s well-established channel on YouTube.

Robert Forrester, chief executive of Bristol Street Motors, said:  “Our partnership with Channel 4 has been amazing for us, so we are delighted to be sponsoring their Formula E coverage.

“It is fantastic that all-electric motorsport is gaining a higher profile, especially as we move towards more significant sales of Electric Vehicles.”

Sponsored by Bristol Street Motors, the race coverage will be presented by established hosts Vernon Kay and Nicki Shields, expert analyst Dario Franchitti and commentator Jack Nicholls.

UK-based fans of the only all-electric motorsport World Championship will have the opportunity to see more live races in Season 8 than in any previous season.

Race highlights will be broadcast on Channel 4 and All4 which will serve as the catch-up destination for all the action from the ABB FIA Formula E World Championship.

Season 8 begins with a double-header around the walls of the UNESCO World Heritage site of Diriyah, Saudi Arabia, on January 28-29.

Vertu Motors recently became the ‘Official Car Retailer’ of North East football teams Middlesborough FC and Sunderland AFC for the remainder of the current season.

In Scotland, its Macklin Motors division has partnerships with Hibernian FC, Heart of Midlothian FC and is a Community Partner of Celtic FC.

Last year year, it announced the acquisition of the naming rights to the Eagles Community Arena in Newcastle and Macklin Motors struck up sponsorship deals with Durham and Yorkshire County Cricket teams.