Formula One, the world’s elite motorsport series, has confirmed a new global partnership with Snap Inc.
Starting with this weekend’s British Grand Prix at Silverstone, Snap Inc-owned social media platform Snapchat will cover the championship’s upcoming races on its curated editorial platform Discover. The agreement will also be activated at race weekends in Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi.
The deal is part of Formula One’s ongoing strategy to develop the sport across several digital platforms, and represents the series’ first commercial collaboration with a major digital and mobile-first service.
“This is the first step towards expanding our social media strategy,” said Frank Arthofer, head of digital and new business for Formula One. “Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula One, an incredible mix of technology and individual talent - and Snap fits that bill.
“We need to continue to bring new fans to the sport - by reaching out to them on social media platforms with behind the scenes, fun and engaging content. Snap’s platform is one of the most popular among ‘millennials’, a sector we are particularly keen on attracting, as it represents the future of our sport.”
Ben Schwerin, vice president of partnerships for Snap Inc., added: “We want to work with the most iconic sporting organisations in the world, that are beloved by our global community of passionate and highly engaged fans - and working with Formula One has been at the top of our wish list for a long time.
“Our goal is simple - we want to make being a fan more fun no matter where you are and Snapchat offers unique and creative ways to experience it with their closest friends. We are honoored to be the first platform they are partnering with, and are excited to start offering their teams, partners and advertisers an opportunity to reach millions of Snapchatters around the globe.”