Formula 1 has announced a partnership with youth culture brand Complex, who will host an F1 content series throughout the month of October.
‘The Pit’ will be hosted by US rapper A$AP Ferg and will consist of five parts, including F1-themed challenges and a look behind the scenes of the sport.
The five episodes of the series will run in the build up to the US Grand Prix on November 1st as the sport looks to continue its growth in the US market and among a young audience.
The partnership was developed in collaboration with Wavemaker, and will provide behind the scenes clips as well as a look at the mechanics of the sport, while each episode will also feature a current F1 driver and team, with Carlos Sainz, Lando Norris, Daniel Ricciardo and Kimi Raikkonen.
Ellie Norman Director of Marketing & Communications, F1, said: “Partnering with Complex gives us the perfect platform to wow and engage new fans in the US. We want to showcase Formula 1 in a different way, and getting A$AP Ferg’s unique perspective on the sport with some of the world’s best drivers is a brilliant way to immerse new fans into the sport. Securing a partnership with Complex ensures we are talking to a new audience in a way that’s right for them and we are really excited to see how the series progresses.”
Edgar Hernandez, Chief Revenue Officer, Complex Networks added: "This partnership provides millennial audiences a way of experiencing Formula 1 like they've never seen before. Complex was able to contextualize the sport through best in class storytelling and the most relevant talent that hits with this hard to reach audience. Formula 1 is the perfect partner as they understand the importance to find the intersection of diverse audiences and bring that interesting convergence to life.”