F1 partners with Westbrook Studios for experiential entertainment tour

F1 partners with Westbrook Studios on new broadcast entertainment initiative

Formula 1 has teamed up with Westbrook Studios and Apollo World Touring to initiate a new broadcast entertainment initiative which could hit screens by 2020.

Enhancing the sports entertainment offering the partnership will incorporate a range of A-list celebrities, stunts and challenges, supported by live music performances in host cities over F1 Grand Prix weekends.

The creative double whammy is designed to bolster fan engagement by providing new outlets for supporters to come together and get involved while also generating commercial partners with new opportunities to collaborate.

Sean Bratches, managing director - commercial operations, said: “As we continue to build F1’s entertainment and content offering, partnering with Will and Westbrook and the team at Apollo is an amazing opportunity to attract even more star power to F1 and the Grands Prix around the world, engaging with an even wider audience.”

In a sign of things to come the initiative dovetails with the premiere of ‘Will Smith’s The Bucket List’, an earlier collaboration between F1 and Westbrook. Shown first on Facebook Watch it depicted the film star and Westbrook Studios founder bond with his son during the Abu Dhabi Grand Prix.

Smith said: “I’ve always been a massive fan of the Formula 1 world and fell even more in love with the sport while shooting an episode of ‘Will Smith’s The Bucket List’ with Lewis Hamilton at last year’s Abu Dhabi Grand Prix. F1’s commitment to creating engaging and inspiring content for its fans mirrors our mission at Westbrook Studios. The synergy of our storytelling is undeniable, and I’m excited for fans to join us on this wild ride.”

Formula One introduced its new style branding in January last year.

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