F1 embraces social media with Snapchat deal

Formula 1's new owners continue to ring the changes, embracing social media with the signing of a new global partnership with video-sharing platform Snapchat.

The new deal, announced on Thursday, will see F1 promote content from its grands prix via Snapchat's 'Our Stories' on the Discover platform.

The partnership will make its debut at this weekend's British GP.

"This is the first step towards expanding our social media strategy," said F1's head of digital Frank Arthofer.

"Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1, an incredible mix of technology and individual talent – and Snap fits that bill.

"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.

"Snap's platform is one of the most popular among 'millennials', a sector we are particularly keen on attracting, as it represents the future of our sport."

Subsequent 'Our Stories' will also be produced in Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi.

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