Williams Formula One driver Logan Sargeant has been named as IMG-owned Sport24's first brand ambassador.
Contract:
- Sargeant to feature in Sport24's brand campaign, behind-the-scenes content, as well as travel and sports insights around the globe
- Campaign to leverage US driver's social media audience of 369,000 followers
Context: As the first US racer to compete in Formula One since Alexander Rossi in 2015, brands see plenty of commercial potential with Sargeant as this follows a partnership signed with digital rewards platform Ibotta. IMG-owned Sport24 is looking to maximise its recently announced broadcast deal to hold the in-ship and in-flight rights to Formula One until 2025.
Comment: Sargeant said: “I know the importance of staying connected to the excitement of the race. So, I am thrilled to partner with Sport 24 and spread the word that no matter where fans are, they can catch all the action. As an all-around sports enthusiast who travels throughout the year, Sport 24 is a game-changer for me. I am excited for what’s to come!.”
Coming next: Formula One returns for its next race in Baku, Azerbaijan, on 30th April.