New Formula 1 deal: Snap Inc., the company behind Snapchat

Formula 1 has stepped further into the realms of social media with the announcement they will be working with Snap Inc. who are behind the Snapchat platform.

This is the first collaboration of its kind with a major digital and mobile-first platform, and will officially kick-off this weekend, with coverage of the 2017 Formula 1 Rolex British Grand Prix on Sunday through Snapchat’s Our Stories.

Through the Our Stories section, a team of editors and producers will put together a collective story of the event through the eyes of the fans in a unique way to tell the story of the race weekend.

After the tryout event at the British Grand Prix weekend, Snap will cover the races in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi. With a potentially huge championship finale possible for the final race in Abu Dhabi, the Snap story could be a phenomenal social media event for the digital world of Formula 1.

Frank Arthofer, Head of Digital and New Business, Formula 1, said: “This is the first step towards expanding our social media strategy. 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. said: “We want to work with the most iconic sporting organisations 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”.