Paramount +, Paramount’s live-streaming platform, and Formula 1 today announced their promotional partnership for the 2023-2024 season: a novelty that brings together the global motor show and the world of entertainment. With this agreement, Paramount + becomes an official partner of Formula 1.
The partnership will see the streaming platform’s massive content showcased at Formula 1 events, with highlights from Paramount+’s beloved series, films and characters in fan zones and bringing together the biggest stars in and out of the starting grid. The partnership also includes Paramount + branding on track signage, digital sponsorship, and promotional opportunities. The agreement has already been concluded in Melbourne and will also include Miami, Montreal, Austria, Silverstone, Monza, Suzuka, Austin, Mexico City, Sao Paulo and Las Vegas.
Marco Nobili, Executive Vice President and International General Manager of Paramount+ commented: “Paramount+ continues to find new and innovative ways to reach a global audience and I am confident that this partnership with Formula 1 will contribute to our global growth. Becoming an Official Partner of Formula 1 means bringing the Paramount+ brand and all of our characters to life for hundreds of millions of fans around the world. Through this global agreement, the worlds of motorsports and entertainment will unite, creating powerful storytelling opportunities on and off the network.”
Brandon Snow, Managing Director of Formula 1, adds: “The partnership is a testament to Formula 1’s continued commitment to exploring new avenues to promote the sport and reach new audiences. Paramount+ and its core content are hugely popular and, like F1, have seen rapid growth in recent years. We will use our platforms world class and our entertainment expertise to enhance the fan experience and take both Formula 1 and Paramount+ to new heights.”
The partnership follows a short-term deal between Paramount+ and Formula 1 that takes effect in 2022, which has seen the streaming platform strategically acquire major Formula 1 races including Monza, Italy, and Silverstone, in the UK.
