Formula 1 announces Paramount+ as new official partner in multi-year deal

Formula 1 has announced a multi-year promotional deal with Paramount+ that will see the subscription service become an official partner of the sport.

As part of the arrangement – which follows on from a successful sports and entertainment collaboration between the two brands last season – the streamer’s popular content offering will come to life at F1 events around the world, with Paramount+ hit series, blockbuster movies and beloved characters taking centre stage inside Fan Zone areas.

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Additionally, the partnership will include Paramount+ branding on track and physical trackside signage, digital sponsorships and promotional opportunities in Miami, Montreal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico City, Sao Paulo and Las Vegas.

“This partnership exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences,” said Brandon Snow, Managing Director of Commercial at Formula 1.

“Paramount+ and the content on its platform are hugely popular and like F1 has experienced rapid growth in recent years.

“Together, we will use our global platforms and collective expertise in entertainment to further enhance the fan experience and take both Formula 1 and Paramount+ to new levels.”

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Marco Nobili, Executive Vice President and International General Manager at Paramount+, added: “Paramount+ continues to seek new, innovative ways to reach our global audiences, and I am confident this partnership with Formula 1 will continue to support our growth globally.

“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.

“Through this global deal the worlds of motorsport and entertainment will come together, resulting in powerful storytelling opportunities on and off the grid.”