Formula 1® and Westbrook Studios to supercharge F1’s star power

Formula 1®, together with Westbrook Studios and Apollo World Touring, today announce their collaboration on a brand new broadcast entertainment initiative which will travel alongside the world of F1®, launching in 2020.

The exhilarating global broadcast entertainment platform will feature A-list celebrity guests, pre-filmed stunts and challenges as well as spectacular live performances from the world’s biggest music superstars coming from iconic city center locations over F1® Grand Prix™ weekends.

This creative partnership will deliver on F1’s strategy to increase fan engagement efforts across multiple digital formats, which allows fans to access more of what they love in unique and captivating ways, as well as engaging a new and wider global fanbase. It will also present commercial partners with an opportunity to collaborate on an annual global destination entertainment format.

The announcement comes one week after the successful premiere of their episode for “Will Smith’s The Bucket List,” which was a fantastic collaboration between Westbrook Studios and F1®. Premiered on Facebook Watch, the episode saw Will Smith and his son Trey attend the FORMULA 1® 2018 ETIHAD AIRWAYS ABU DHABI GRAND PRIX™ where they engaged in an intense exercise of father/son bonding, competing in a winner takes all, one on one race, on the F1 Yas Marina circuit with the help from five time F1® World Champion, Lewis Hamilton.

Sean Bratches, Managing Director – Commercial Operations Formula 1 said:

“As we continue to build F1’s entertainment and content offering, partnering with Will and Westbrook and the team at Apollo is an amazing opportunity to attract even more star power to F1 and the Grands Prix around the world, engaging with an even wider audience.”

Westbrook co-founder Will Smith is excited at the prospect of bringing even more star-fuelled content to

the grid and will serve as an Executive Producer on the project.



Will Smith, Founder, Westbrook Studios said:

“I’ve always been a massive fan of the Formula 1® world and fell even more in love with the sport while shooting an episode of ‘Will Smith’s The Bucket List’ with Lewis Hamilton at last year’s Abu Dhabi Grand Prix. F1’s commitment to creating engaging and inspiring content for its fans mirrors our mission at Westbrook Studios. The synergy of our storytelling is undeniable, and I’m excited for fans to join us on this wild ride.”

The series is Executive Produced by Westbrook Studios, in association with Apollo World Touring, under license from Formula 1®. Apollo World Touring is a subsidiary of Apollo BC, which creates, licenses and commercializes intellectual property in A-List talent entertainment and content platforms.

Paul Morrison, Chairman, Apollo World Touring said:

“When pulling together this collaboration, we wanted to create the annual soundtrack to the ultimate superstar and supercar road trip at all the distinct global F1 Grand Prix locations, providing unique backdrops for our A List celebrity guests and road-blistering live music performances, delivering amazing content from the biggest artists in the world.”


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 2019 FIA Formula One World Championship™ runs from March to December and spans 21 races in 21 countries across five continents. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® 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 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trade marks of Formula One Licensing BV, a Formula 1 company. All rights reserved.

Formula 1 Press Office

E: [email protected]

T: @f1media


Edelman Press Office

E: [email protected]



About Westbrook Studios

Founded in 2018 by Jada Pinkett Smith, Will Smith, Miguel Melendez, and Kosaku Yada, Westbrook Studios is a global content creation company specializing in short form, digital and feature length projects. Spearhead by the strategists and architects behind Will Smith’s meteoric rise across social media, the studio has already established itself as a leader in emerging media platforms. This past year, Westbrook Studios produced Emmy® nominated and critically acclaimed hit talk show “Red Table Talk” hosted by Pinkett Smith, Willow Smith, and Adrienne Banfield-Norris for Facebook Watch. The series follows three generations of women (Pinkett Smith, Smith, and Banfield-Norris) who open their home for a series of candid conversations with family, friends and special guests.  Most recently, Westbrook Studios produced “Will Smith: The Jump” which streamed live on YouTube Originals, ranking in first place on the YouTube trending tab in the United States with nearly 20 million views in the first 48 hours.  The multiplatform creators also produce “Will Smith’s The Bucket List” for Facebook Watch. The series’ first episode was viewed more than 41 million times, making it Facebook Watch’s most popular series launch. Both “Red Table Talk” and “Will Smith’s The Bucket List” remain some of the most watched shows on Facebook Watch, maintaining 9 out of the top 10 most watched episodes on the platform, with some episodes holding these ranks for nearly a full year.

About Apollo World Touring

Apollo World Touring is a subsidiary of Apollo BC which was founded in 2016 by Becky Artmonsky and Paul Morrison. It is the commercial operator of the exclusive global Formula 1 entertainment broadcast series licence to create an A List entertainment platform which tours the globe with Formula 1 – bringing together the biggest stars from Entertainment, Sport, Gaming, Social and Fashion with the most glamorous annual touring sporting event on the planet.

Apollo World Touring are widely experienced in international Commercial Brand Partnership Sales, Entertainment Finance, Host City Stakeholder Management and Government Grant Applications,  Promoter and Stakeholder Management, Live Broadcast Event Executive Production and Global Broadcast Rights-clearance with brand integration.

Apollo World Touring is based in Zug, Switzerland.  Apollo BC its parent company, has offices in London, Glasgow, Los Angeles, Singapore, Shanghai and Melbourne.

Apollo World Touring Press Office E: [email protected]

CAA represent Westbrook and Apollo WT and are representing the project across their Music, TV, Motion Picture and Commercial Endorsements departments.

CAA-GBG Represent Formula 1® and developed this unique opportunity between the partners to provide the license for a new entertainment format delivering on Formula 1®  objectives of growing through strategic consumer product, trademark licensing and experiences.



About CAA-GBG Global Brand Management Group (CAA-GBG)

In a joint venture between Global Brands Group Holding Limited (“Global Brands”) and Creative Artists Agency (“CAA”), CAA-GBG is the world’s premier brand extension company. It combines the resources and licensing expertise of leading entertainment and sports agency CAA with Global Brands’ international Brand Management Group. With 24 offices in 20 countries, CAA-GBG advises on and manages all aspects of brand extension programs, including branding strategies, market targeting, product development, retail activations, licensee acquisitions and multi-territory franchising. Furthering branding opportunities for clients across a wide range of consumer products, the joint venture combines Global Brands’ established and strong worldwide brand management operation with CAA’s extensive licensing, media and entertainment platform. CAA-GBG is a subsidiary of Global Brands and the operating vertical for its brand management business.



About Livewire Pictures

Livewire Pictures have been attached as the TV Production partner working with the collaboration. Livewire, founded by Guy Freeman, are one of the world’s most respected live entertainment producers.

The team at Livewire Pictures specialises in creating and producing high-profile event television, premium music programming and prime time entertainment formats for domestic and international platforms. Launched by Guy Freeman in 2018, with the support of talent agent Anita Land, the company is backed by Hat Trick Productions, one of the UK’s most successful independent production companies.

Livewire Pictures produced music special, Ariana Grande At The BBC, for BBC One at the end of 2018 and after a competitive tender process, the company was awarded the highly prestigious contract for bringing 24 BBC Proms concerts per year to TV audiences in 2019 and 2020.

Prior to Livewire Pictures, Guy and his creative team produced such programmes as:  The One Love Manchester concert, Adele / Bublé / Harry Styles / Sam Smith / U2 …at The BBC specials, Prince Harry’s Invictus Games for wounded, injured and sick military veterans, Gary Barlow / Queen / Bryan Adams / Robbie Williams / Nile Rodgers …New Year’s Eve Live concerts and hit talent series Let It Shine. Guy has also produced five Brit Awards, The Eurovision Song Contest and the first series of multi-award-winning Who Wants To Be A Millionaire?  He spent three years as Controller of Music and Events at ITV, before executive producing The Queen’s Diamond Jubilee Concert in 2012.