Formula 1 announces global partnership with Snapchat's Snap Inc.

Formula 1 has announced a new global partnership with Snap Inc., the parent company of the popular social media app Snapchat which allows users to send short video clips and timed photos to one another.

F1 will join Snapchat’s curated editorial platform, Discover. The deal kicks off with coverage of the British Grand Prix this weekend through the app's Our Stories feed.

Our Stories, one of three types of content on Snapchat’s Discover platform, are compilations of Snaps submitted from Snapchatters at events and locations around the world, and curated by teams of editors and producers at Snapchat. Our Stories allow Snapchatters at the same event to contribute their unique perspectives through video and photos to one collective Story, capturing the atmosphere and excitement.

Frank Arthofer, head of digital and new business at Formula 1, said the deal is the sport's "first step towards expanding our social media strategy," which is expected to include collaborations with other digital platforms.

He added: "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."

Ben Schwerin, vice president of partnerships for Snap Inc. added: "We want to work with the most iconic sporting organizations in the world, that are beloved by our global community of passionate and highly engaged fans - and working with Formula 1 has been at the top of our wish list for a long time.

"Our goal is simple - 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. 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."