Lamborghini fuels engagement with bespoke channel

Lamborghini Squadra Corse, the motorsport department of the carmaker, has joined, launching its own bespoke channel on Motorsport Network’s over-the-top (OTT) digital platform.

The dedicated channel will bring viewers behind the scenes content from Lamborghini’s GT and customer racing activities, after the Italian car manufacturer recorded consecutive victories in the Rolex 24 at Daytona, 12 Hours of Sebring and International GT championships.

James Allen, President of Motorsport Studios, commented: ”Lamborghini is a brand that is  synonymous with distinctiveness and future shaping. They create unique  experiences for their customers on the road and the race track and there is also a lot  for fans to appreciate and latch onto there.

“The content that Lamborghini will bring to will not only create a distinctive channel offering, but we will also be able to share it across our racing and automotive channels using our proprietary player.”

By linking up with the Motorsport Network, Lamborghini will benefit from its ‘extensive knowledge of motorsport audience’ and expand its viewership whilst engaging existing sportscar racing enthusiasts.

The channel will provide coverage of Lamborghini’s Super Trofeo continental championships, which take place across Europe, Asia and the USA.

“Following our brand’s racing successes, now feels like the perfect time to launch our dedicated channel,” added Giorgio Sanna, Lamborghini Head of Motorsport. “Motorsport Network’s reach offers us an opportunity to tell our stories to a new digital audience.

“Through this channel, we can see the potential growth in interest for the Lamborghini brand in the racing space and for our Super Trofeo championships, helping to bring more value to both.” 

Last year, Mercedes, NASCAR, Audi Sport and the British Car Touring Championship all signed up to the network, which is ‘fast becoming the go-to destination for brands, teams and stakeholders wishing to activate in the digital space’.

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