Formula 1® and Snap Inc. are delighted to announce a multi-year extension to the global partnership agreed to in the middle of the 2017 season.
Building on the success of last season that saw millions of Snapchatters – almost 90% of which were under the age of 35 and over 50% of which were female – enjoy F1 action on Snapchat, Formula 1 and Snap Inc. have agreed to extend the collaboration, both in terms of its length and coverage. The new agreement will run for multiple years and increases Snapchat’s coverage of Grand Prix events from just seven in 2017 to double-digits in 2018 and beyond.
Snapchatters will be able to watch exclusive Our Stories on Snapchat Discover capturing all the atmosphere and excitement of Formula 1 beginning with the 2018 FORMULA 1 ROLEX AUSTRALIAN GRAND PRIX on Sunday 25 March 2018.
On each race day, Snapchat’s in-house production team will curate public Snaps posted by drivers, teams, journalists, fans at the track and at home watching the action and add HD quality race footage to bring Snapchatters a unique, first person perspective of a Formula 1 Grand Prix. These Our Stories are then published on Snapchat Discover and made available to millions of Snapchatters around the globe.
Frank Arthofer, Head of Digital and New Business at Formula 1 said:
“While the 2017 agreement was the first step towards expanding social platform presence, our multi-year renewal is a sign of the strengthening and speeding-up of the development of this strategy. We want to work with partners that operate on a global level to bring Formula 1 and its amazing mix of technology and individual talent ever closer to our fan base, especially ‘millennials’. We are really pleased to have extended this agreement for a further two years and to increase the number of races that will feature in the Our Stories content on the Discover platform.”
Ben Schwerin, Vice President of Partnerships for Snap Inc, said:
“Snapchat gives Formula 1 fans a unique way to experience each Grand Prix and engage with their favourite drivers, teams and races. We’re thrilled to be renewing our partnership with Formula 1 and look forward to giving Snapchatters around the world a perspective of this thrilling sport, that they can’t find anywhere else, for years to come.”
Today Snapchat has more than 187 million daily users globally, including over 60m in Europe. These daily users visit Snapchat more than 25 times each day, spending an average of over 30 minutes a day on the platform.
Partnering with major sports leagues, organisations, and broadcasters has been a priority for Snap Inc. To date, Snap has worked with almost every major sports league and organisation in the U.S. and is increasingly expanding its global partnerships.
Notes to editors:
Norman Howell, Director of Communications, Formula 1
M: +44 (0)7920 181 929
Formula 1 Press Office
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About Formula 1®
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 Snap Inc.
Snap Inc. is a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. Our products empower people to express themselves, live in the moment, learn about the world, and have fun together.
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