Formula One

TAG Heuer renews Red Bull F1 deal

Swiss watch brand TAG Heuer has announced a three-year extension to its partnership with the Aston Martin Red Bull Racing Formula 1 team.

The LVMH brand will continue as the team’s Official Timekeeper, Official Watch, and Team Performance Partner until 2021.

The news extends a relationship that began in 2015 and has seen activation spanning the worlds of sport and entertainment.

Red Bull Showrun draws 30k in Belfast

The latest staging of Red Bull’s F1 Showrun drew more than 30,000 fans to the streets of Belfast at the weekend.

The free urban event, which centres on stunts demonstrating the capabilities of Red Bull’s F1 car, attracted more than double the numbers that turned out in 2010 – the last time the brand took its global fan showcase to the Northern Irish capital.

Former Red Bull Racing Formula 1 driver David Coulthard proved the star attraction on a damp evening in Ulster, displaying his expertise behind the wheel of RB8, Red Bull’s 2012 double title-winning car.

Coca-Cola in F1 with Mclaren partnership

McLaren and Coca-Cola have announced a partnership that will see the two companies collaborate for the remainder of the 2018 Formula 1 season.  

As part of the deal, Coca-Cola and its sub-brands will be represented on McLaren Formula 1 cars and the team’s racing drivers, Fernando Alonso and Stoffel Vandoorne for the first time. 

Activation will focus on sub-brands Dasani Sparkling and SmartWater at the USA, Brazilian and season-ending Abu Dhabi Grand Prix.

George Russell partners with Blackcastle Sport

Formula One driver George Russell and Blackcastle Sport have announced a partnership that will see the sports marketing and rights management agency manage the driver’s commercial rights in 2019.

Currently leading the 2018 FIA Formula 2 drivers’ championship, George was announced as a Williams Formula One driver earlier month, signing a multi-year contract with the British based team. 

He will take up his role at the start of the 2019 season and will also remain as a Mercedes young driver.

Crow to help drive new W Series

Ex-Synergy CEO Tim Crow has been announced as the commercial director of the W Series – a new single-seater motor racing series exclusively for women drivers, which has launched with a prize fund of US$1.5 million.

The inaugural W Series season will begin in the spring of 2019, with races to be run on some of the best and most famous circuits in Europe. The schedule is set to expand to include races in America, Asia and Australia in forthcoming seasons.

F1 gives green light to betting

Formula 1 (F1) has announced a sponsorship and data rights commercial partnership with Interregional Sports Group (ISG) to produce a first-ever F1 betting service. 

The moves marks a major departure for the motor-racing property, which has previously blocked betting firms from signing partnership deals in the sport.

A press release from ISG says it will work with Formula 1 and data specialist Sportradar to use real-time on-track data.

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.


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