Formula One

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.

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.

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