German automotive manufacturer Mercedes has launched a dedicated channel on Motorsport.tv, the OTT streaming platform operated by digital media group Motorsport Network.
The channel will provide behind-the-scenes coverage of Mercedes’ Formula 1 team, as well as content from the Mercedes EQ Formula E outfit. The channel will also feature content on customer racing teams and other automotive projects.
Motorsport Network said the new channel is designed to bring its audience “inside the heart” of Mercedes. The collaboration will also involve the two parties using the new Motorsport Studios platform to co-create items of exclusive Motorsport.tv content.
Motorsport Network launched Motorsport Studios, a new global distribution and production platform, last month. The platform will provide fans with access to the group’s extensive media archive and integrate its in-house OTT technology solution with production and content curation, global distribution and audience targeting.
Mercedes will have access to an extensive archive of media content, including over 26 million images. To mark the launch of the channel, Mercedes will look back on last weekend’s British Grand Prix, which was won by Lewis Hamilton, through its post-race debrief video series.
Mercedes is the latest manufacturer to host a dedicated Motorsport.tv channel and the first to include F1-themed content as part of the offering.
Richard Sanders, commercial director of Mercedes’ F1 team, said: “Working with Motorsport Network will give our fans another destination to enjoy content from across our motorsport programmes, driving additional value and exposure for our ecosystem of partners, and enabling us to share the richness of the Mercedes Motorsport family, from F1 to Formula E to customer racing.”
James Allen, Motorsport Network president, added: “This is the meeting of two leaders in their respective fields, looking to add another level to the way in which they serve their audiences. Storytelling is central to the way brands and OEMs [original equipment manufacturers] reach their public today and we look forward to co-creating a channel that is a true destination for Mercedes fans.”
Motorsport Network’s web and digital properties currently reach a worldwide audience of 56 million.