F1 announces groundbreaking partnership with Snapchat

Formula 1 have struck a deal with Snap inc’s social video-sharing platform Snapchat. This will see race days covered by the company’s curated editorial platform, Discover. This innovative step will transform the Grand Prix experience for viewers, bringing fans closer to the action. 

The agreement will start at this weekend’s British Grand Prix at Silverstone. F1 chiefs didn’t specify what the content will look like, although they confirmed they would be using ‘Our Stories’, one of three types of content on the Discover platform. It will feature compilations of videos and pictures submitted from users at F1 events and locations around the world.

After Silverstone, the deal includes the races in Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi.

“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.”

-Frank Arthofer, head of digital at F1

“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,” a spokesperson said.

This is great news for Formula One fans. Creating engaging video content should be easy work for such a visually exciting sport. Having bemoaned F1’s archaic approach to media coverage, we now have what we want–more access. Creating a medium for fans to enjoy a diverse content is essential to the sport’s growth.