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Formula One inks deal with Snapchat as it pushes drive towards digital future

The move comes as F1 prepares to double down on digital

Formula One has inked a global deal with Snapchat to create exclusive content during its forthcoming Grand Prix races.

The move comes as F1 prepares to double down on digital, having recently appointed Frank Arthofer as global head of digital.

The deal will see footage from the tournament hosted on Snap's editorially-curated Our Stories platform which features compilations of videos and pictures submitted from users at events and locations around the world. These are stitched together by a team of editors and producers to provide a different perspective from traditional broadcasts.

Snap's Formula One coverage will kick off at the British Grand Prix this Sunday (16 July), with the Our Story stream being made available to users in the UK and US. Snap will go on to cover races in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi.

Earlier this year, Formula One announced plans to develop its own online streaming platform as part of a wider evolution around the sport’s broadcast model. It's understood that the deal with Snapchat is the event's first collaboration with a major digital mobile platform.

Commenting on the move, digital lead Arthofer said it was the first step towards expanding the brand's social media strategy. "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," he said, citing Snap's popularity among millennials as a draw given that the age group is one Formula One is "particularly keen on attracting, as it represents the future of our sport."

Snapchat has been making inroads into sport and live events for some time. It recently inked a deal with BT Sport to show footage from the Uefa Champion's League, while last year it bagged a multiyear partnership with Wimbledon to share key moments from the competition.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum with a remit to cover the latest developments in social media marketing and wider industry news. Based in Glasgow, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

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