Formula 1 announces partnership with Snapchat media platform

Formula 1 and Snap Inc. has entered in a global partnership for the coverage of the race weekends, on the popular Snapchat social media platform.

The deal kicks-off this weekend at British Grand Prix, where snapchatters will be able to post photos and videos using 'Our Story' feature dedicated to the grand prix event.

The section will be curated by the Snapchat editors, with the best and unique one's finding a space in the global story for the race event.

Frank Arthofer, Head of Digital and New Business, F1, said: “This is the first step towards expanding our social media strategy.

"Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1, an incredible mix of technology and individual talent - and Snap fits that bill.

"We need to continue to bring new fans to the sport - by reaching out to them on social media platforms with behind the scenes, fun and engaging content.

"Snap’s platform is one of the most popular among ‘millennials,’ a sector we are particularly keen on attracting, as it represents the future of our sport," he added.

Meanwhile, Vice President of Partnerships for Snap Inc. Ben Schwerin added: “We want to work with the most iconic sporting organizations in the world, that are beloved by our global community of passionate and highly engaged fans - and working with Formula 1 has been at the top of our wish list for a long time.

"Our goal is simple - we want to make being a fan more fun no matter where you are and Snapchat offers unique and creative ways to experience it with their closest friends.

"We are honoured to be the first platform they are partnering with, and are excited to start offer their teams, partners and advertisers an opportunity to reach millions of Snapchatters around the globe."

This is the first big collaboration of F1 with a major mobile-first platform, especially a huge decision for Liberty Media to make after its previous owner Bernie Ecclestone's reservations for social media.

Snapchat has been widely used across the globe by major sport leagues, with them having their own curated stories, which includes snaps and videos from the fans, teams and the players involved.

Post the Silvertsone weekend, Snapchat will cover races in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi.

Even before the deal was struck, the Monaco Grand Prix has been a regular feature on the Snapchat stories.

Many of the current drivers and teams are already on the media platform, which they have been using since to share photos and videos from the weekend.

[Image courtesy: Mercedes F1 Team] #F1 #Snapchat #Formula1 #BritishGP