Formula 1 concludes a multi-year agreement with Paramount+
The Paramount+ video subscription service is now an official partner of Formula 1, with the signing of a multi-year agreement, and will be visible starting from the Miami Grand Prix and at other races this season.
Following a successful 2022 campaign, this partnership confirms a new dimension with the coming together of the world of Formula 1 and Paramount+.
The banners of the new streaming service will now be visible throughout the 2023 season, including signage on the trackside. This agreement also includes promotional content and digital sponsorships on social media videos.
“Promote sports and attract new audiences”
The Australian Grand Prix saw the first promotional billboards of Paramount+, but the partnership was still being discussed and the agreement was only with the local promoter. The Miami Grand Prix, the fifth race on the calendar, is the race where the presence of Paramount+ will be officially seen for the first time as an F1 sponsor, before other appearances are visible during the races in Montreal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico, São Paulo, and Las Vegas.
Brandon Snow, General Manager of Commercial Operations of Formula 1, stated: “This partnership demonstrates Formula 1’s ongoing commitment to exploring new avenues to promote the sport and attract new audiences.”
Paramount+ and its platform content are extremely popular and, like Formula 1, have experienced rapid growth in recent years. Together, we will use our global platforms and collective entertainment expertise to further enhance the fan experience and take Formula 1 and Paramount+ to new levels.
Marco Nobili, Executive Vice President and International General Manager of Paramount+, added: “Paramount+ continues to seek new innovative ways to reach its global audience, and I am convinced that this partnership with Formula 1 will continue to support our global growth.”
Becoming an official partner of Formula 1 means bringing the Paramount+ brand and all our characters to life for hundreds of millions of fans worldwide. With this global agreement, the worlds of motor racing and entertainment will come together, resulting in powerful storytelling opportunities both on and off the grid.
