MM Awards

Snapchat pens deal with Formula 1 to cover races through Our Stories

Tyrone Stewart

Formula 1Formula 1 (F1) has entered into a global partnership with Snapchat that will see it cover upcoming Grand Prix races on the Discover section of the photo messaging app.

The partnership will first see the light this weekend with coverage of the British Grand Prix from Silverstone on Sunday (16 June) through Snapchat’s Our Story.

“This is the first step towards expanding our social media strategy,” said Frank Arthofer, head of digital and new business for Formula 1. “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.”

Our Stories compiles curated Snaps submitted by Snapchatters at events and locations in the Discover section. It enables people to view events from various perspectives and get a sense of the atmosphere from all angles. Snap will also cover the F1 races in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi through the feature.

“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,” said Ben Schwerin, VP of partnerships for Snap Inc. “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.”

This is the second major sports partnership that Snap has secured in as many months. Last month, it teamed up with BT Sport for coverage of UEFA Champions League final.

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