Formula 1 has agreed a multi-year extension to its deal with Snap Inc, which will result in increased coverage of the championship on social media platform Snapchat.
Formula 1 linked up with Snapchat mid-2017, with seven Grands Prix covered on Snapchat, as the sport continued in its ambition to reach new markets.
As part of the expanded arrangement, over 10 of this year’s events will feature on the social media platform, starting with next weekend’s season-opening Australian Grand Prix.
On each race day, ‘Snapchat’s in-house production team will curate public Snaps posted by drivers, teams, journalists, fans at the track and at home watching the action and add HD quality race footage to bring Snapchatters a unique, first person perspective of a Formula 1 Grand Prix.
‘These Our Stories are then published on Snapchat Discover and made available to millions of Snapchatters around the globe.’
Frank Arthofer, Formula 1’s Head of Digital and New Business, said: “While the 2017 agreement was the first step towards expanding social platform presence, our multi-year 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 1 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."
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