Aurora Media Worldwide will produce and deliver content for ITV4, international highlights, and digital.

Aurora Media Worldwide has been appointed the cross-platform broadcast provider for The Classic at Silverstone.

Taking place 30 July-1 August this year, The Classic is the world’s biggest classic motor racing festival - which can draw crowds of over 100,000. For 2021, tickets have a Covid guarantee of a refund or tickets for 2022 if government guidelines change, and must be bought in advance. Prices start at £47 for adults, with those 10 and under free and 11-15-year-olds £6.

The multi-year contract sees AMW produce and deliver two post-produced programmes for ITV4, an international highlights programme, and international distribution of content. In addition, it will support digital content by creating content for The Classic’s social media platforms.

Tiff Needell at The Classic at Silverstone

The ITV4 programmes, which are double the coverage given to the event previously, will be hosted by former Top Gear host Tiff Needell and Formula E pit-lane reporter Nicki Shields. As well as hosting, Needell will be competing in six races over the weekend.

Nicki Shields at The Classic at Silverstone

CEO of The Classic’s promoter, Goose Live Events, Nick Wigley, said: “We are thrilled to have appointed Aurora as our new broadcast and content partner for The Classic. It really is the best of both worlds: The Classic has all the great retro race and road cars from yesteryear; Aurora has the leading-edge technology and skills to capture all that magic.”

Barry Flanigan, chief strategy officer at AMW, added: “AMW will bring a modern look and feel to coverage of The Classic, generating storytelling output that is informative, entertaining and which captures the unique festival atmosphere which makes this wonderful event so very special.”