Shell, Star Sports tie-up for new motorcycle-adventure series

According to executives at Star Sports, this is is a first-of-its kind initiative for the channel since it became a part of FIC.

The programme, titled Freedom Riders Asia will feature celebrity biker Charley Boorman on one bike with one tank of petrol. He will team up with local bikers from Malaysia, Indonesia, Philippines, India, Vietnam and Thailand over six episodes from 15 May.

“Freedom Riders Asia has been developed specifically for an Asian audience to meet the growing demographic of adventure and travel enthusiasts,” said Simeon Dawes, senior vice president of Fox One Stop Media, FIC’s advertising sales arm.

“Through [Boorman], the show is an expression of what Shell Advance stands for: enabling bikers to enjoy every ride and experience freedom through effortless mobility,” said Kar Tai Koh, Shell Advance’s global brand manager.

In addition to being broadcast and promoted on Star Sports, Freedom Riders Asia will also be featured on Fox, National Geographic and FX.

In January, News Corp renamed all ESPN networks to Fox Sports across its major affiliate platforms in Asia. News Corp’s Fox International Channels (FIC) will manage all the Fox Networks along with the current Star Sports, Fox Football Channel, Star Cricket and Star Cricket HD networks across Asia.