Formula 1 has announced a brand new partnership with the major streaming platform Paramount+.
The subcritipton service, which is owned by Paramount Global, was unveiled in 2021 after previously running as ‘CBS All Access’ from its 2014 launch.
The logos of Paramount+ were seen trackside during the Australian Grand Prix earlier this month.
F1 says that as part of the arrangement, the features of the service will “come to life at F1 events around the world” with its series and movies being screened in Fan Zone areas during race weekends.
In addition, further trackside branding and promotional opportunities will be spotted at Miami, Montreal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico City, Sao Paulo and Las Vegas later this year.
“This partnership exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences,” said Brandon Snow, Managing Director of Commercial at Formula 1.
“Paramount+ and the content on its platform are hugely popular and like F1 has experienced rapid growth in recent years.
“Together, we will use our global platforms and collective expertise in entertainment to further enhance the fan experience and take both Formula 1 and Paramount+ to new levels.”
Marco Nobili, Executive Vice President and International General Manager at Paramount+, added: “Paramount+ continues to seek new, innovative ways to reach our global audiences, and I am confident this partnership with Formula 1 will continue to support our growth globally.
“Becoming an official partner of Formula 1 means bringing the Paramount+ brand and all our characters to life for hundreds of millions of fans worldwide.
“Through this global deal the worlds of motorsport and entertainment will come together, resulting in powerful storytelling opportunities on and off the grid.”
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