Snap Inc., creator of the Snapchat social-media network, is partnering with Formula 1 to let auto racing fans "use the service to post clips and photos during this weekend's British Grand Prix" and future F1 races, according to Reade Pickert of BLOOMBERG. The deal is F1's "first with a major digital platform." Snap VP of Partnerships Ben Schwerin said that the companies "will split the ad revenue," without providing additional financial terms. The "yearlong accord" adds to sports deals L.A.-based Snap struck with the NBA, the NFL, NASCAR "and others" (BLOOMBERG, 7/13). CAMPAIGN LIVE's Simon Gwynn reported following the British GP, the partnership will continue with the races in Singapore, Japan, the U.S., Mexico, Brazil and Abu Dhabi. F1 Head of Digital & New Business Frank Arthofer said that the deal was about "ensuring the sport remained relevant for younger audiences." Arthofer: "This is the first step towards expanding our social media strategy. 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" (CAMPAIGN LIVE, 7/13). THE DRUM's Rebecca Stewart reported earlier this year, F1 announced plans to "develop its own online streaming platform as part of a wider evolution around the sport's broadcast model." Snapchat has been "making inroads into sport and live events for some time." It recently inked a deal with BT Sport to "show footage" from the UEFA Champions League (THE DRUM, 7/13). The BBC's Bill Wilson reported the new arrangement will see "footage from the racing season hosted on Snap's editorially-curated Our Stories platform." The material is "intended to give a different type of coverage from that seen via more traditional broadcasters." Material from the British GP that is featured on the Our Story stream will be made available to users in the U.K. and U.S. (BBC, 7/13).
