Formula 1 has announced a new partnership with the social media network Snap Inc., the American social media company that owns social video-sharing platform Snapchat.
The deal will result in coverage of Formula 1 races on Snapchat’s curated editorial platform, Discover.
The agreement kicks off in this weekend’s British Grand Prix at Silverstone.
F1 chiefs did not specify what type of content will be published, but said it will use ‘Our Stories’, one of three types of content on the Discover platform, to feature content from Snapchat users.
After Silverstone, the deal includes the races in Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi, as per motorsport.com.
“This is the first step towards expanding our social media strategy,” said F1’s head of digital Frank Arthofer in a press release statement.
“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.”
Under the Ecclestone regime, Formula One was a restricted sport. Any and all pictures, video, and information released out to the world were carefully curated, filtered, and packaged. Everything that could be was monetized and carefully controlled. That business model was becoming less and less compatible with the fast-paced InstaSnapFaceTube social media world.
With Liberty Media’s purchase of Formula One, the walls are starting to come down. Formula One’s social media footprint expanded and this new deal with Snapchat is something that would have been unheard of last year.