Formula 1 motor racing has signed a global deal with mobile app Snapchat to create exclusive content from its upcoming grand prix races.
The deal marks F1’s first deal with major digital service that appears on mobile devices first.
The partnership will kick-off this weekend, with coverage of the British Grand Prix on Sunday via Snapchat’s Our Stories.
The new arrangement will see footage from the racing season hosted on Snap’s editorially-curated Our Stories platform.
It will feature compilations of videos and pictures submitted from users at F1 events and locations around the world.
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, 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. said: “We want to work with the most iconic sporting organizations in the world, that are beloved by our global community of passionate and highly engaged fans – and working with Formula 1 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 honoured to be the first platform they are partnering with, and are excited to start offer their teams, partners and advertisers an opportunity to reach millions of Snapchatters around the globe.”
As a side note, the Formula 1 web site, only has icons for Twitter, Instagram, Facebook and YouTube on the bottom of its page. So we here at TOT guess F1 management needs to let the Web Team know about the business deal and put a link to their Snapchat account. Here’s a link to the Snapchat business guide lines F1 web team!
