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Mon 17 Jan 2022 | by Rob Hutchins

Extreme E bills Count Us In partnership "a huge success" as it names X44 its first Sustainability Award winner

The Extreme E team, X44 has become the winner of the inaugural Extreme E Sustainability Award having topped the standards in the series’ first Count Us In Challenge, aimed at tackling the climate crisis. Extreme E and Count Us In struck up a partnership ahead of the launch of Season One to deliver 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. The series, one that describes itself as a ‘sport for purpose’, asked fans to take real pledges to lead a less carbon intensive lifestyle in order to reduce their footprint and, in doing so, urge governments, cities, and businesses to accelerate progress on climate action. A variety of actions were made available to fans to contribute towards a greener future through the Extreme E Count Us In Challenge, including not using single-use plastic, walking and cycling more, eating more plant-based foods, and driving an electric vehicle. Each step was then attributed to the fans’ favourite team. The team with the most steps at the end of Season One would then win the inaugural Extreme E Sustainability Award. It was team X44 that came out on top, having secured 792 steps pledged. The leaders were followed by team JBXE with 749 steps, and Rosberg X Racing (RXR) with 422 steps, completing the top three. In total, the Extreme E Count Us In Challenge inspired 1,231 fans to take 3,207 steps saving 1,241,223kg of CO2. The challenge will now return for Season Two, with fans urged once again to take climate action through their passion for the sport. Alejandro Agag, founder and CEO of Extreme E, said: “I am delighted that we have been able to present X44 as the winners of the Extreme E Sustainability Award via the series’ first-ever Count Us In Challenge. “Sport is an incredible platform to not only raise awareness of the climate crisis, the single biggest threat to our planet today, but also inspire action to tackle it. At Extreme E we will continue to push the boundaries and shine a spotlight on the issues we face, along with the need to act now to help protect our futures. “Our first season working with Count Us In has been a huge success and I am looking forward to us building on this momentum for Season Two to go further in taking climate action.” Sebastian Loeb of team X44, said: “I was very happy to learn that X44 won the Extreme E Sustainability Award for 2021. I joined the team hoping to discover more about the environment while doing what I love, and I have learned so much from the series and the different places we visited – in fact, I even bought my first electric car last year. “To know that our fans have come on this journey with us and are making their own commitment to have a positive impact on the planet is inspiring and I feel good about what we can achieve when we work together.” Shivani Rudra from Count Us In, added: “Through the Extreme E Count Us In Challenge, teams and their fans have demonstrated their commitment to a cleaner, healthier, thriving future for all. “By taking meaningful, simple steps in their own daily lives, Extreme E fans have not just reduced their own carbon emissions, but they have added up to a growing movement of people and communities showing leaders it’s time to accelerate progress on climate action. “Huge congratulations to X44 and its fans for their engagement in Season One. We look forward to continuing to work with Extreme E and the teams in Season Two to further their legacy through their passionate fanbase.” Extreme E has made it its mission to accelerate the adoption of clean and electrified transport to help protect people and the planet. The Extreme E Count Us In Challenge was launched in support of the UN’s Race to Zero campaign. This year will see Extreme E continue to race across the world’s most remote environments to demonstrate the performance and benefits of electric vehicles and clean technology, while highlighting the impact that climate change is already having on these ecosystems, such as melting ice caps, deforestation, desertification, retreating mountain glaciers, and rising sea levels. Season Two of Extreme E will begin in Neom, Saudi Arabia on February 19 and 20, before heading to Sardinia, Italy on May 7th and 8th. The series will move to either Senegal or Scotland on 9th and 10th of July, Antofagasta in Chile this September 10th and 11th, and Punta Del Este in Uruguay on November 26th and 27th.


Save the date, book your tickets, and help fuel sustainable change across the industry Continuing its mission to drive positive change across the licensing industry, the Sustainability in Licensing Conference is making its return for the third year running. Taking place on June 22, 2022 at the Royal Geographical Society in London, the event will mark a first of its kind for the industry, finally making its in-person debut. SILC22 will build on the success of previous years, to deliver a full schedule of discussions and panels tackling some of the biggest topics of conversation in the sustainability movement today. Supporting the increased demand for knowledge, resources, and best practices from all corners of the licensing industry – from retailers to licensors, licensees to trade suppliers, content makers to contract writers – SILC22 will aim inspire continued positive action across this $275bn industry. You can book your tickets for the Live or Digital conference now simply by following this link.