DriveTribe Seals $6.5M Backing From 21st Century Fox

LONDON – Sept. 6, 2016 – Less than three weeks after the announcement of its Series A funding, led by Breyer Capital and Atomico, DRIVETRIBE has secured further support for its launch with a $6.5M investment by 21st Century Fox. 

DRIVETRIBE, which expects to launch in November 2016 as the world’s digital hub for motoring, is an ambitious play on the next generation of digital media. The platform combines disruptive technology around content creation and distribution, and purposefully blurs the traditional demarcation between storyteller and audience through the use of “tribes” as community-augmented channels. 

The company was co-founded by former Top Gear hosts Jeremy Clarkson, Richard Hammond and James May, together with Executive Producer Andy Wilman, and serial technology entrepreneur Ernesto Schmitt.  DRIVETRIBE will support video, articles, social and interactive content – structured into thematic tribes – each with their own unique personality and tone of voice. Tribes will be hosted by Clarkson, Hammond, and May, along with invited stars, bloggers, writers and videographers, who will all generate and curate their own content for fans. Over 2,000 of the world’s biggest names, influencers and content creators in motoring have already submitted bids to host tribes alongside Clarkson, Hammond and May at launch.

DRIVETRIBE relies on a highly advanced technology stack that tailors content to individual users, optimizes it for engagement, and publishes it seamlessly into social timelines.

“21st Century Fox are a world-leading media business with a track record of extraordinary savviness and innovation,” said Ernesto Schmitt, Chief Executive Officer of DRIVETRIBE.  “It’s extremely pleasing to have 21CF take note of our venture, and we look forward to working with them on redefining how audiences discover and engage with content, through the use of technology and community.”

“We saw the DRIVETRIBE platform and we were blown away by its ingenuity,” said Peter Rice, CEO of FOX Networks Group. “We’re excited to collaborate with the DRIVETRIBE team on this new approach to digital content and to help them expand their business on a worldwide basis.”  


DRIVETRIBE was co-founded by Jeremy Clarkson, Richard Hammond, James May, Andy Wilman and Ernesto Schmitt in late 2015 to shape the next generation of digital media, using disruptive technology to redefine what content is, how it is created, and how it is connected with audiences. DRIVETRIBE is based in London’s Kings Cross and brings together a leadership team of successful entrepreneurs from the tech and media sectors, alongside world-class software engineers and product designers. For more information, please visit

About 21st Century Fox

21st Century Fox is the world’s premier portfolio of cable, broadcast, film, pay TV and satellite assets spanning six continents across the globe. Reaching more than 1.8 billion subscribers in approximately 50 local languages every day, 21st Century Fox is home to a global portfolio of cable and broadcasting networks and properties, including FOX, FX, FXX, FXM, FS1, Fox News Channel, Fox Business Network, FOX Sports, Fox Sports Network, National Geographic Channels, STAR India, 28 local television stations in the U.S. and more than 300 international channels; film studio Twentieth Century Fox Film; and television production studios Twentieth Century Fox Television and a 50% ownership interest in Endemol Shine Group. The Company also holds a 39.1% ownership interest in Sky, Europe’s leading entertainment company, which serves 22 million customers across five countries.  For more information about 21st Century Fox, please visit

Media Contacts:

Nathaniel Brown

21st Century Fox


Sofia Gronvall