Formula One locks in Snapchat extension

Expanded agreement will see ten Grands Prix covered on social media platform.

Formula One locks in Snapchat extension

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Global motorsport series Formula One has finalised a multi-year extension of its partnership with Snap Inc’s mobile app Snapchat.

Formula One first teamed up with Snapchat in the middle of 2017, with seven Grands Prix receiving coverage on the social media platform. This year’s expanded arrangement will see ten races feature on Snapchat, starting with next Sunday’s season-opening Australian Grand Prix.

On race days, Snapchat’s in-house production team will curate snaps posted by drivers, teams, journalists and fans, and add HD quality race footage to bring users of the platform a unique perspective of a Formula One Grand Prix.

Frank Arthofer, Formula One’s head of digital and new business, said: “While the 2017 agreement was the first step towards expanding social platform presence, our multi-year renewal is a sign of the strengthening and speeding-up of the development of this strategy.

“We want to work with partners that operate on a global level to bring Formula One and its amazing mix of technology and individual talent ever closer to our fan base, especially ‘millennials’.

“We are really pleased to have extended this agreement for a further two years and to increase the number of races that will feature in the Our Stories content on the Discover platform.”