Snapchat adds race highlights to F1 deal

The Formula One motor-racing series has expanded its global partnership with social media platform Snapchat.

The deal with Snapchat’s parent company, camera firm Snap, extends the content agreement for post-race Shows by adding race highlights. This took effect from the weekend’s French Grand Prix, with the best of the action from Circuit Paul Ricard broadcast on Snapchat’s Discover page.

The Show will be uploaded after every grand prix until the end of the 2019 season, and will be in addition to Snapchat’s existing Our Stories content around major races such as the British GP, the United States GP and the season-ending Abu Dhabi GP. Snapchat also provides F1-themed creative tools for fans to show their support.

Formula One’s head of digital and new business, Frank Arthofer, said: “F1’s audience is growing on social at an exponential rate and serving them with great storytelling from the sport we love is critical to our success.

The new F1 highlights Show on Snapchat will be available worldwide. The expanded agreement comes after the partnership was extended to cover the 2018 and 2019 seasons in March 2018.

The original deal with Snapchat represented Formula One’s first commercial collaboration with a major digital and mobile-first platform. Former F1 chief executive Bernie Ecclestone was famously averse to the merits of digital and social media.