Formula One continues digital drive with Twitter deal

F1 Live Show will air exclusively on social media platform after every Grand Prix.

Formula One continues digital drive with Twitter deal

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The Formula One global motorsport series has announced a content partnership with social media giant Twitter.

Starting with next weekend’s Spanish Grand Prix, the collaboration will result in the launch of a live post-race programme called the F1 Live Show, which will be available exclusively on Formula One’s official Twitter account.

The F1 Live Show will be hosted by Will Buxton and air immediately after the podium ceremony. The programme will feature former Formula One stars, including 2016 world champion Nico Rosberg, and will include interviews with the key drivers, engineers and team principals from the race.

In addition, the partnership will see post-race highlights from all future Grands Prix distributed via Twitter video clips. The new content will be available globally, and will be accessible via mobile and web.

The deal marks the latest push in Formula One’s digital expansion, and the first instalment of the F1 Live Show will coincide with the launch of F1 TV, the championship’s new over-the-top (OTT) platform which was unveiled back in February.

“On the heels of the of F1 TV launch announcement, we are thrilled to announce a new initiative aimed at expanding our fan engagement and monetisation strategy on Twitter,” said Frank Arthofer, Formula One’s director of digital and new business.

“Twitter came to us early on with an emphasis on co-producing original live content to extend the race weekend dialogue. Given how well their platform caters to driving conversation around global live events, the strategic fit was perfect; we’re thrilled to be partnering with them on this show in 2018.”

“We are excited to collaborate with Formula One to bring an exclusive daily live show, expert analysis and video highlights from the 2018 championship alongside the best curated real-time conversation,” added Theo Luke, director of EMEA sports partnerships at Twitter. “Passionate Formula One fans will need to look no further than Twitter to find everything that’s happening throughout the season.”