Formula 1 agrees multi-year deal to bring Paramount+ on board

Jamie Woodhouse
Formula 1 flag. F1 Italy 2022.

Formula 1 flag. F1 Italy 2022.

Video subscription service Paramount+ is now an official partner of Formula 1 with a multi-year deal signed.

The partnership, which has been confirmed after a successful collaboration between the parties in 2022, will bring a new dimension to the Formula 1 Fan Zone experience, as the world of Formula 1 and the content and stars of Paramount+ unite.

In addition to that, Paramount+ branding will now also be visible at various stops on the F1 2023 calendar, that set to include on-track appearances, as well as on physical trackside signs. The deal also covers promotional content and digital sponsorships.

The first race where we can expect to see the presence of Paramount+ is the Miami Grand Prix, the stop which follows the upcoming Azerbaijan Grand Prix.

This will be followed by appearances at the rounds in Canada, Austria, Britain, Italy, Japan, Austin, Mexico, Brazil and Las Vegas.

Formula 1’s managing director of commercial Brandon Snow said: “This partnership exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences.

“Paramount+ and the content on its platform are hugely popular and like F1 has experienced rapid growth in recent years.

“Together, we will use our global platforms and collective expertise in entertainment to further enhance the fan experience and take both Formula 1 and Paramount+ to new levels.”

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Marco Nobili, executive vice president and international general manager for Paramount+, added: “Paramount+ continues to seek new, innovative ways to reach our global audiences, and I am confident this partnership with Formula 1 will continue to support our growth globally.

“Becoming an official partner of Formula 1 means bringing the Paramount+ brand and all our characters to life for hundreds of millions of fans worldwide. Through this global deal the worlds of motorsport and entertainment will come together, resulting in powerful storytelling opportunities on and off the grid.”

Formula 1 is currently into a four-week break due to the cancellation of the Chinese Grand Prix, meaning the Azerbaijan GP is next up on 30 April, where Formula 1’s sprint format will be used for the first time in F1 2023.

Red Bull’s Max Verstappen goes into the event at the top of the Drivers’ Championship, 15 points clear of team-mate Sergio Perez.