Formula 1 has announced that for the first time ever it will broadcast a Grand Prix for free on YouTube including everything from practice sessions, qualifying, to the race day itself, across selected European markets.

The partnership between Formula 1 and YouTube sees the Eifel Grand Prix in Germany be livestream on the competition’s official channel in Germany, Switzerland, Netherlands, Belgium, Norway, Sweden, and Denmark. Additionally, YouTube will also be provided with additional content such as race previews, highlights, and analysis.

Adam Crothers, Formula 1’s head of digital media rights stated: “We are thrilled to be working with YouTube on such an exciting project.

“As we continue to diversify our media distribution strategy and expand our digital offering, it is imperative that we engage fans who consume mediums differently and YouTube offers us the platform to achieve that.

“Partnering with YouTube also ensures we continue our pursuit of engaging new audiences in new ways to grow the F1 fan base whilst continuing to innovate our media offering for new and existing fans.”

As Crothers alluded to, the partnership builds on both entities’ relationship which was established in recent years. Recognising the importance of the video platform Formula 1 has delivered a range of content to the platform, which has seen viewership grow by 130 per cent year-on-year.

Moreover, the collaboration provides a unique opportunity to brands with F1 giving advertisers the opportunity to buy ad inventory for the livestream of the German GP. The advertising can be for single markets or across multiple territories, along with advertising across the competitions YouTube channel.

“YouTube helps sport reach the fans of tomorrow,” added Tomos Grace, the head of sports for YouTube Europe.

“F1 has always been one of the most innovative brands in sport, as dynamic in its video creation as they are on track. F1’s decision to live stream their most premium content on YouTube is further evidence of YouTube’s role as a trusted partner to the industry.”

The Eifel Grand Prix at the Nurburgring in Germany is set to begin on Sunday, October 11.

Previous articleNHL announces KitKat collaboration in Canada
Next articleTOTO announces history making Eredivisie sponsorships