Formula 1 partners with Snap Inc
Formula 1 has announced a new partnership with Snap Inc, the American social media company that owns the video-sharing application Snapchat.
The deal will result in coverage of F1 races on Snapchat's curated editorial platform, Discover, with an agreement in place for this weekend's British Grand Prix at Silverstone.
F1 heads said Snapchat's 'our stories' section - one of three types of content on the Discover platform, which collates photo and video contributions from Snapchat users at select events - would be used to share content.
After Silverstone, the deal will also cover races in Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi.
"This is the first step towards expanding our social media strategy," said F1's head of digital Frank Arthofer.
"Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1, an incredible mix of technology and individual talent - and Snap fits that bill.
"We need to continue to bring new fans to the sport - by reaching out to them on social media platforms with behind the scenes, fun and engaging content.
"Snap's platform is one of the most popular among 'millennials', a sector we are particularly keen on attracting, as it represents the future of our sport."