FORMULA 1 AND SNAPCHAT ANNOUNCE NEW GLOBAL PARTNERSHIP
Back in July, the Formula 1 and Snap announced a new global partnership to cover its upcoming Grand Prix races on Snapchat’s curated editorial platform, Discover. The deal marks Formula 1’s first commercial collaboration with a major digital and mobile-first platform, and kicked-off with the coverage of the 2017 Formula 1 Rolex British Grand Prix.
I previously spoke about Nike collaborating with the NBA and SAP joining forces with the Extreme Sailing Series, now Snapchat is playing its major part in the ongoing Formula 1 strategy to develop the sport on several digital platforms. Snapchat's Discover feature allows users and fans to contribute their unique perspectives through videos and photos to one collective Story, capturing the atmosphere and excitement.
Frank Arthofer, Formula 1's Head of Digital and New Business, said that this is the first step towards expanding their social media strategy. Since the Formula 1 has been acquired by Liberty Media, the new owner's goal was to bring fans closer to this amazing show by reaching out to them on social media platforms. Snapchat is one of the most popular channels among ‘millennials,’ a sector the company is particularly keen on attracting, as it represents "the future of our sport,” says Arthofer. On the other side, Ben Schwerin, Vice President of Partnerships for Snap Inc. adds: “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."