Snapchat adds Formula One to list of sports partnerships

Ahead of the British Grand Prix this weekend, Formula One has signed a deal with Snapchat to cover upcoming races through the app's editorial platform Discover.

Snapchat adds Formula One to list of sports partnerships

The deal is the first for F1 with a major digital and mobile-first platform, and begins with this weekend’s Grand Prix at Silverstone. The event will appear in Our Stories, one of the content formats in Discover, which curates photos and videos submitted by users of the app.

Following the British Grand Prix, the partnership will continue with the races in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi.

Frank Arthofer, head of digital and new business at F1, said the deal was about ensuring the sport remained relevant for younger audiences.

He 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 One, 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 millenials, a sector we are particularly keen on attracting, as it represents the future of our sport."

F1 joins the likes of Wimbledon, the Champions' League, Chelsea, Arsenal, Man City, Liverpool, NFL and NBA in having a presence on Snapchat.

Ben Schwerin, vice-president of partnerships at Snap, said: "We want to work with the most iconic sporting organisations in the world, that are beloved by our global community of passionate and highly engaged fans, and working with Formula One has been at the top of our wish list for a long time."