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F1 pens multi-year deal with Paramount+

Streaming platform gets trackside branding and promotion in fan zones.

12 April 2023 Cian Brittle

Getty Images

Formula One has signed an official partnership with Paramount+ to promote the streaming service across the motorsport series’ global race calendar.


  • Multi-year deal to focus on fan engagement
  • Paramount+ series, movies and characters to be publicised in fan zone areas at Grands Prix
  • Deal also includes trackside branding
  • Target races are Miami, Canada, Austria, UK, Italy, Japan, Austin, Mexico, Brazil and Las Vegas


The two parties signed a short-term agreement last season, which debuted at the British Grand Prix to promote Paramount+’s Star Trek series. The renewed deal has already been activated this season, with the Australian Grand Prix featuring promotions for the platform’s new thriller starring Kiefer Sutherland, Rabbit Hole. 


Brandon Snow, managing director of commercial at Formula One, said: “This partnership exemplifies Formula One’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences. Paramount+ and the content on its platform are hugely popular and like F1 has experienced rapid growth in recent years. Together, we will use our global platforms and collective expertise in entertainment to further enhance the fan experience and take both Formula One and Paramount+ to new levels.”

Marco Nobili, executive vice president and international general manager at Paramount+, added: “Paramount+ continues to seek new, innovative ways to reach our global audiences, and I am confident this partnership with Formula One will continue to support our growth globally. Becoming an official partner of Formula One means bringing the Paramount+ brand and all our characters to life for hundreds of millions of fans worldwide. Through this global deal the worlds of motorsport and entertainment will come together, resulting in powerful storytelling opportunities on and off the grid.”

Coming next: 

Having already debuted in Australia in 2023, the partnership will continue this season at the Miami Grand Prix, taking place from 5th to 7th May.

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