Today, Formula 1 and Snap Inc. have announced a new global partnership to provide coverage of the upcoming Grand Prix races on Snapchat’s curated editorial platform, Discover.
Starting from this weekend’s British Grand Prix, coverage of a few selected F1 races can be found on Snapchat’s Our Stories.
Apart from the British Grand Prix, Snap is also set to cover the races held in Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi, the season’s finale.
This allows fans all over the world to experience race atmospheres without actually being there. Fans who are at the circuit can also post their own Snaps with a chance of being featured in Snapchat’s Our Stories.
This deal is only one of the many changes Liberty Media have made to the sport in a bid of attracting new and younger fans to the sport. With fewer restrictions for teams on what they can post on social media to the recent F1 live event they held in London – this deal is only the beginning of what F1 might have in store for the future regarding social media.
This partnership marks F1’s first commercial collaboration with a major digital and mobile-first platform.
Frank Arthofer, Head of Digital and New Business, Formula 1, said: “This is the first step towards expanding our social media strategy. Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1.
“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.”
