Formula 1

Thomas Cook signs up with Mercedes-AMG Petronas

Thomas Cook Sport has signed an exclusive deal with Mercedes-AMG Petronas Motorsport that will offer Formula 1 fans around the world the chance to experience a concept at four Grands Prix this season.

The new relationship will see Thomas Cook Sport become an official team supplier to Mercedes-AMG Petronas Motorsport, expanding its presence in the world of Formula 1 where the organisation currently creates travel experiences to 14 races across the globe.

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.

Formula One launches esports competition

Formula One, game developer Codemasters, and Gfinity have announced a partnership to launch the Formula One Esports Series.

The inaugural season will kick off in September to coincide with the launch of the F1 2017 game, with a qualification system running through the month to determine the 40 quickest drivers.

They will be invited to the live semi-finals, which will be held at the Gfinity Arena in London on 10th and 11th October. The Top 20 will qualify for the finals, which will take place as part of the season-closing Abu Dhabi Grand Prix in November.

Formula 1 announces new Snapchat Partnership

Formula 1 and Snap Inc have announced a new global partnership to cover its upcoming Grand Prix races on Snapchat’s curated editorial platform, Discover.

The deal marks Formula 1’s first commercial collaboration with a major digital and mobile-first platform, and will officially kick-off this weekend, with coverage of the 2017 Formula 1 Rolex British Grand Prix on Sunday through Snapchat’s Our Stories.

This partnership with Snap is part of the ongoing Formula 1 strategy to develop the sport on several digital platforms, and of course the Official F1 App and Formula1.com.

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