Formula 1 signs promotional deal with Paramount+

Formula 1 and Paramount+ have signed a multi-year promotional deal that will see the subscription service become an Official Partner of Formula 1, following a successful sports and entertainment collaboration between the iconic brands last season.


The partnership, which reiterates F1’s commitment to exploring new fan engagement opportunities, will see the streamer’s popular content offering come to life at Formula 1 events, with Paramount+ hit series, blockbuster movies and beloved characters taking centre stage inside Fan Zone areas, bringing together stars from the track and the big screen.


Additionally, the partnership includes Paramount+ branding on track and physical trackside signage, digital sponsorships, and promotional opportunities in Miami, Montréal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico City, São Paulo and Las Vegas.


Brandon Snow, Managing Director of Commercial at Formula 1 said: “This partnership exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences.


“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 Paramount+, commented: “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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