F1® and The Players’ Tribune tie up for branded content series

The quality and quantity of content that Formula 1® will launch across digital and social platforms during the 2018 FIA Formula 1 World Championship will be both plentiful and varied, thanks in part to a new collaboration with The Players’ Tribune (TPT). F1® will partner with TPT on at least one original series in 2018, bringing fans closer to the sport and providing sponsors and branded content partners the opportunity to tell their story alongside F1 and TPT.

The Players’ Tribune debuted, ahead of the Australian Grand Prix, a multi-episode digital series, The Rookie: Brendon Hartley (https://goo.gl/8x3qba,) featuring the Scuderia Toro Rosso driver, who made his Formula 1 debut last year when he was also crowned world champion in the FIA WEC Championship and won the Le Mans 24 Hours. The Players’ Tribune will embed with Hartley throughout the F1 season, giving fans a unique opportunity to live the race weekend with the New Zealander as well as have unprecedented access into the young star’s life away from the track. In addition to debuting on TPT, the content will also be collectively distributed across F1, Hartley, and Toro Rosso’s platforms as well.

The Players’ Tribune is a digital media company and sports production house that provides athletes with a platform to connect directly with their fans, in their own words. The Players’ Tribune publishes first-person stories from athletes, providing unique insight into the daily sports conversation.

Frank Arthofer, Director of Digital and New Business at Formula 1 said:

“As we expand our digital platform offerings and presence, we have set a goal to create content that reflects the human side of the heroes of F1, and to give our sponsors and brand partners the opportunity to tell more engaging stories about the sport both on and off the grid.  As part of that strategy, we decided to work with a partner who has quickly established themselves on the dynamic digital scene in The Players’ Tribune.”

 

 

 

Brendon Hartley, Scuderia Toro Rosso driver, said:

“I’m really excited about this new partnership with The Players’ Tribune, I’ve seen some of the other high-profile athletes they have worked with in the past so I’m happy to be working with them.  It will be fun to share some insight and behind the scenes footage from my rookie season in F1.”

Bimal Kapadia, Vice President of Global Strategy at The Players’ Tribune said:  

“Brendon is one of the most dynamic personalities in racing, and we’re excited to give fans an intimate look into his life over the next nine months through The Rookie: Brendon Hartley (https://www.theplayerstribune.com/en-us/collections/the-rookie). Partnerships like this are critical as we continue to expand our global presence and digital footprint. Our flexible distribution model will harness the power of TPT’s platforms in addition to Brendon and partner channels to bring this series to life.”

 

 

ENDS

Notes to editors:

Norman Howell, Director of Communications, Formula 1

E: nhowell@f1.com

M: +44 (0)7920 181 929

 

Formula 1 Press Office

E: f1media@f1.com

 

Edelman Press Office

E: Formula1@edelman.com

 

About Formula 1®xz

Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. The 2018 FIA Formula One World Championship™ runs from March to November and spans 21 races in 21 countries across four continents. Formula One World Championship Limited is part of Formula 1, and holds the exclusive commercial rights to the FIA Formula One World Championship™.

Formula1 is a subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB, LSXMK, BATRA, BATRK, FWONA, FWONK) attributed to the Formula One Group tracking stock.

The F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX and related marks are trade marks of Formula One Licensing BV, a Formula 1 company: All rights reserved.

About The Players’ Tribune

The Players’ Tribune (TPT) is a first-of-its-kind content platform that was developed by athletes for athletes to connect them with fans through the power of storytelling. By giving athletes the tools to create truly personal content and tell their stories, The Players’ Tribune is reimagining the world of sports and culture through the player’s point of view. More than 1,800 athletes have contributed to the platform through impactful and powerful long and short form stories, video series and audio. Founded by Derek Jeter in 2014, TPT provides unique insight into the daily sports conversation and brings fans closer than ever to the games they love. For more information visitwww.theplayerstribune.com, or interact with the team on InstagramFacebook and Twitter.