Codemasters has confirmed the extension of its contract with Formula One Management for exclusive video game rights for the FIA Formula One World Championship (F1) franchise.
The deal, which sees the collaboration extended from 2021 until 2025, with a further option for the 2026 and 2027 seasons, strengthens the longstanding collaboration between the pair.
Frank Sagnier, Chief Executive Officer at Codemasters commented: “We are delighted to be extending our long-term partnership with the pinnacle of motorsport. Both the sport and game franchise are going from strength to strength and the arrival of new platforms, business models and territories, combined with the rapid growth of the F1 Esports Series, give us a springboard to even greater success.
“I’d like to thank the team for the incredibly hard work they have put into this franchise over the last ten years, and I look forward to seeing how they continue to innovate to surprise and delight our current players and bring new fans to the exciting world of Formula 1.”
The agreement represents the longest extension in the partnership’s history, demonstrating the global success of the game and the shared vision for increasing the international appeal of F1.
Frank Arthofer, Director of Digital and Licensing at Formula 1 added: “Since 2008, Codemasters has been an invaluable partner to the franchise, consistently creating games of the highest quality and enabling fans to get even closer to the world of F1,” said . “Together we share a common vision for increasing the global appeal of F1 and the official video game of the FIA FORMULA ONE WORLD CHAMPIONSHIP continues to be a key part of that strategy.”
Insider Insight: The F1 has experienced an immense elevation in terms of engagement in recent years, specifically on social media where the sport has positioned itself as one of the leaders in terms of growth.
The importance of placing a focus on gaming shouldn’t be understated as the sport seeks to engage wider demographics, and expand its commercial capabilities.