Formula One

Growing New Audiences With Formula One

As we head into the closing months of the 2019 Formula 1 season, there are few questions left to answer on the track. 

Lewis Hamilton, barring a spectacular collapse, is likely to win the Drivers’ Championship, with his team, Mercedes, already wrapping up the Constructors’ prize for the sixth year in a row. And yet, despite the lack of late drama, the last few years have still been incredibly successful for the series.

F1 to introduce in-play betting services

Formula 1 has teamed up with Interregional Sports Group (ISG) and Sportradar to announce a live in-race odds offering that is set to be launched ahead of the opening race of the 2020 season.

ISG is F1’s sponsorship and data rights partner and the new betting initiative was first trialled as part of an exclusive partnership. Sportradar said the agreement will provide the “most comprehensive pre- and live race odds available”.

Infront makes F1 move with Alfa Romeo Racing

The Infront agency has entered Formula 1 for the first time by striking a marketing partnership with the Alfa Romeo Racing team.

Further details about the non-exclusive deal, which will run until the end of 2020, will be disclosed later this year.

The team was previously known as Sauber before becoming Alfa Romeo Sauber for the 2018 campaign. The team then transitioned to Alfa Romeo Racing ahead of the 2019 season.

INDUSTRY SHORTS: O2, MyCujoo, F1, Premier League, Challenge Cup, Pitch International

England Rugby and its sponsor, O2, will host a ‘Wear the Rose Live’ festival at Bristol Amphitheatre on 13th August that will feature the 31-man Rugby World Cup squad and coaching staff the day after the squad selection for the tournament in Japan.

The free-to-enter event, which will begin at midday, will give fans the chance to meet current and former players, while the O2 Touch tournament will feature 20 touch rugby teams competing on a giant inflatable pitch. The festival will also offer live music, carnival stalls and other attractions.

Silverstone seals new five-year contract with F1

Silverstone will continue as the home of Formula One’s British Grand Prix until at least 2024 after a new five-year deal was struck between the circuit and the series.

The 2019 British Grand Prix was due to be the last under the two parties’ previous agreement but the race’s immediate future on the F1 calendar has now been secured.

The deal was agreed in London between F1, Silverstone and the British Racing Drivers’ Club (BRDC).

Industry Shorts: Formula One, Chelsea, LLDC, Tour de Yorkshire

Formula One has agreed a two-year partnership with British start-up Lifesaver that is designed to ensure fans never run out of power for their mobile devices when attending races.

The agreement covers all events this season, with the exception of the Monaco Grand Prix and the Brazilian GP. Lifesaver and F1 have partnered to create F1Power; an unlimited mobile power bank service that will be available to all fans, allowing them to continue to broadcast and share their favourite moments when attending races.

Marelli deal to boost F1 experience for race fans

Formula 1 has signed a new sponsorship deal with Marelli, with the agreement set to enhance the quality and quantity of race information that can be shared with the motor-racing championship’s fans.

Marelli is an existing long-term partner of F1 and the new agreement names it as the official telemetry services supplier.

F1, together with Marelli, will now have the ability to transfer more live data from the cars to the Formula 1 Broadcast centre at each race.

Industry Shorts: F1, LTA, The Daily Mile, Racing Post

Formula 1 has extended its content partnership with social media platform Snapchat to include post-race shows with race highlights.

The agreement began with the French Grand Prix, with content offered on Snapchat’s Discover page. The shows will be uploaded after every race until the end of the 2019 F1 season and will complement existing Our Stories content around major races.

F1-themed creative tools, allowing fans to show their support, will also form part of the agreement.


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