Paramount Plus started advertising with F1 last JulyF1
Paramount Plus has renewed a trial sponsorship it began last year with F1, a unique deal because the Paramount Global streaming service does not have live media rights with the racing property. The OTT service started advertising with F1 last July when the racing property used a digital signage bar it controlled at the Silverstone circuit in the U.K. to let Paramount promote shows like “South Park,” “Yellowstone,” “SpongeBob SquarePants,” “Super Pumped,” “Halo” and “Star Trek: Strange New Worlds.” While it does not have live media rights with F1, it apparently still wants to advertise to the racing property’s global fanbase which has been growing in the U.S. in recent years. ESPN controls live media rights in the U.S. Paramount Plus also activated at the Monza circuit in Italy in 2022.
Now, the sides announced this morning that Paramount has renewed for multiple years and that the partnership will have a broader scope, with activations and branding for various Paramount Plus shows set to appear at Miami, Canada, Austria, England, Italy, Japan, COTA, Mexico, Brazil and Las Vegas. F1 Managing Dir of Commercial Brandon Snow helped strike the renewal and said in a statement that this “exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences.” He added, “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.” On the Paramount Plus side, EVP & International GM Marco Nobili was involved in the negotiations.
Paramount+ is available in Australia, seven countries in Western Europe and more than a dozen countries in South America.
