Formula One

Alonso teams up with blockchain platform

Two-time Formula One champion and new Le Mans 24 Hours winner, Fernando Alonso has agreed a deal with Wenn Digital to use the company’s blockchain-secured KodakOne platform to protect images and videos of the McLaren driver.

Under the terms of agreement, the Spaniard will be able to use the company’s image rights management platform, which will protect selected images and videos including archived items, as well as content taken in the future.

Formula One adds to digital offering

Formula One is continuing to invest in fan engagement after agreeing a new partnership with technology company VirtTrade.

The latest agreement will see the tech firm become an official digital partner of Formula One, launching the sport’s first trading card game.

The app - initially available on iOS devices, with android to follow next month - includes collectible images of drivers, tracks, teams and action from the race calendar with specific ‘live’ day and date content available during every race weekend.

Fifty Digital secures Puma Motorsport brief

Fifty Digital has been appointed by Puma to amplify Puma Motorsport’s social media channels.

The social media brief will see Fifty Digital, shortlisted for Young Agency of the Year at the BT Sport Industry Awards 2018, work with Puma Motorsport on Instagram.

The platform-specific brief will see the agency create content, implement digital strategy, manage giveaway competitions, run paid promotion campaigns and engage influencers.

Formula 1 & Netflix announce docuseries deal

Formula 1 and Netflix have announced a season-long collaboration that will see the sport open its doors to the streaming platform, culminating in an original docu-series of the 2018 FIA Formula 1 World Championship, to be screened in early 2019.

This Netflix original series will go inside the cockpits, the paddock and the lives of the key players in Formula 1. The series will have access to the drivers, team principals and owners, as well as Formula 1’s own management team.

Rosberg joins Rolex as ambassador

Nico Rosberg has signed an endorsement deal with Swiss watchmaker Rolex to become the brand’s latest motorsport ambassador.

Rosberg, who joins the brand’s roster of champions including Sir Jackie Stewart and Roger Federer, announced the partnership via his social media channels after attending the opening weekend of the Formula 1 season, the Melbourne Grand Prix/

Ogilvy appointed by Formula 1

Formula 1 has appointed its first customer marketing agency, Ogilvy UK, to help grow commercial operations.

The agency’s brief is to develop and drive consumers to the sport’s engagement programmes and is part of the racing series’ strategy to provide fans with a more engaging experience.

Ogilvy, part of WPP group, will develop customer engagement programmes to help drive engagement and membership of the new OTT digital broadcast platform, F1 TV.

The appointment comes a week after Formula 1 launched its first global marketing campaign, Engineered Insanity.

Formula 1 unveils first global campaign

Formula 1 has launched its first ever global marketing campaign with the aim to challenge the sport’s perceptions by showing through the eyes of the fans what Formula 1 'really feels like'.

The new campaign premieres ahead of the season opener in Australia on 25th March, with new imagery, a new tagline and a 60 second hero film that features six of Formula 1’s biggest fans.

Hamilton signs global Tommy Hilfiger deal

Lewis Hamilton has signed a new agreement with Tommy Hilfiger that will see the four-time Formula One world champion become a global brand ambassador for the US clothing line.

As part of the personal endorsement deal, the 33-year-old will promote the Hilfiger Collection, Tommy Hilfiger Tailored line and its range of menswear, underwear and swimwear.

The partnership will feature video, print, online and out of home media placements, and will be supported by a series of customer activations.

Liberty Media appoints agencies for F1 media rights

Formula One owner Liberty Media has appointed Wavemaker and Brainlabs to run its respective traditional and digital media accounts following a competitive review.

Former Formula One chief executive Bernie Ecclestone had previously handled media-buying himself.

However, the $40m account went up for review last year in a process run by marketing performance analyst Oystercatchers, following Liberty Media’s £6bn acquisition of the brand from CVC Capital Partners.


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