Extreme H’s Ali Russell Named “Champion of Sponsorship” at 2026 UK Sponsorship Awards
London, UK, 27 March 2026: Extreme H’s Managing Director Ali Russell, has been named “Champion of Sponsorship,” at the 2026 UK Sponsorship Awards, taking home the accolade in the Sport category.
The awards celebrate some of the most innovative and transformational campaigns, partnerships and individuals across sport, arts, media and beyond. Russell was recognised among a highly competitive field, with winning campaigns also representing leading properties such as The Football Association, England Red Roses rugby union team and the Aston Martin Aramco Formula One Team.
The accolade acknowledges Russell’s vision and leadership in guiding the team behind the successful launch of the FIA Extreme H World Cup, the world’s first hydrogen-powered off-road motorsport. Building on the legacy of Extreme E, the World Cup continues to lead a bold evolution in sustainable sport and innovation.
Under Russell’s leadership, Extreme H has brought together a pioneering ecosystem of partners committed to accelerating the transition to clean energy. The event has played a critical role in demonstrating that hydrogen technology is not only safe, but ready for real-world application today, using sport as a platform to educate, inspire and catalyse change.
Beyond its technological ambitions, the FIA Extreme H World Cup continues to push boundaries in sporting equality. Maintaining its pioneering gender-equal sporting format, the races ensure male and female drivers compete on equal terms, providing a truly level playing field at the highest level of motorsport.
Speaking on the award, Russell said: “This recognition is a testament to the incredible team and partners behind Extreme H, who have embraced a shared vision of using sport as a force for change. From advancing hydrogen innovation to championing equality, we are proud to be building a platform that not only entertains but drives real-world impact.”
“I’d like to personally thank all of our partners who have played a role in our entire journey to where we are today, including the FIA, PIF, Qiddiya City, Vodafone Business, Siemens, Fox, GeoPura, Yokohama, Saudi Motorsport Company, Ministry of Sport, Saudi Automobile & Motorcycle Federation, Forza, NEOM, ENOWA, Moncler, Enel, EY, Zenith, Allianz, Angofagasta Minerals, Luisaviaroma and Niobium”.
As the FIA Extreme H World Cup prepares for its second season, the event is set to expand its global reach and deepen its impact, continuing to challenge conventions, redefine sponsorship in sport, and accelerate the journey towards a more sustainable future.