Snapchat has teamed up with Formula 1 racing for this coming weekend’s British Grand Prix. Snapchat’s deal extends to covering six other races in 2017 as well (Singapore, Japan, United States, Mexico, Brazil and Abbu Dhabi), through it Our Stories feature, found on the “Discover” page. In addition, Snapchat and Formula 1 will probably provide-behind-the-scenes access to the sport with interviews, pit lane footage, and of course, snaps curated by attendees.
This partnership with Snap represents Formula 1’s first commercial partnership with a major digital platform and is an expansion to Formula 1’s website and app.
Formula 1 Head of Digital and New Business Frank Arthofer stated, “Snap’s platform is one of the most popular among ‘millenials,’ a sector we are particularly keen on attracting, as it represents the future of our sport.” Just note how easily things can change on a marketing front…Arthofer’s remarks is in stark contrast from when Liberty Media’s Bernie Ecclestone (who purchased Formual 1 series ahead of 2017) specifically tried to ban three-time champion Lewis Hamilton from using Snapchat in the pit lane during the 2016 season. The former “F1 Supremo” believes drivers and teams’ social media activity negatively impacts the sport’s broadcast partners.
Nevertheless, in response, Snap’s VP of Partnership Ben Schwerin commented, “We are honored to be partnering with Formula 1 and are excited to offer their teams, drivers, and sponsors an opportunity to reach millions of Snapchatters around the globe.”
This is just another partnership in the books for Snap. Snap renewed its partnership with the NBA last October and announced a deal with NBC to cover the 2018 Winter Olympics earlier this year.