Formula 1 has signed a new sponsorship deal with streaming platform Paramount+ that will create new entertainment opportunities for fans of the motorsport. 

As part of the deal, popular Paramount+ content will be distributed for viewers at international F1 events and Fan Zone areas.

Additional branding opportunities will also become available, with the streaming service’s logo being placed trackside signage in Miami, Montreal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico City, Sao Paulo and Las Vegas.

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

“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.”

This is the latest in F1’s recent partnership spree, with the racing league also signing a broadcast deal with ESPN that includes TV coverage in the Caribbean and Latin America. 

Marco Nobili, Executive VP 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.”

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