Formula 1 has extended its global partnership with social media platform Snapchat for the 2018 and 2019 seasons.
Snapchat users will now be able to watch exclusive Our Stories on Snapchat Discover commencing with the 2018 season’s first race – the Australian Grand Prix in Melbourne on Sunday next, March 25.
Snapchat’s in-house production team will curate public Snaps posted by drivers, teams, journalists, fans at the track and at home and also add HD quality race footage.
Frank Arthofer, head of digital and new business at Formula One, said, “While the 2017 agreement was the first step towards expanding social platform presence, our multiyear renewal is a sign of the strengthening and speeding-up of the development of this strategy.
“We want to work with partners that operate on a global level to bring Formula One and its amazing mix of technology and individual talent ever closer to our fan base, especially ‘millennials’. We are really pleased to have extended this agreement for a further two years and to increase the number of races that will feature in the Our Stories content on the Discover platform.”
Formula One has extended their deal further with the parent company Snap Inc. following the success of last season, which saw millions of Snapchatters – almost 90% of which were under the age of 35 and over 50% of which were female – engage in F1 action on Snapchat.