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Formula 1 expands multi-year Snapchat deal

Increased coverage of the championship will feature on the popular social media platform

More than 10 of this year’s Formula 1 events will feature on Snapchat as part of an expanded social media deal, starting with this weekend’s season-opening Australian Grand Prix.

Seven Grands Prix have already been covered on the platform as part of the arrangement, which began in mid-2017.

On each race day, Snapchat’s in-house production team will curate public Snaps posted by drivers, teams, journalists and fans at the track and at home watching the action and add HD quality race footage to bring users a unique, first person perspective of a Formula 1 Grand Prix.

These Our Stories will then be published on Snapchat Discover and made available to fans around the world.

Frank Arthofer, Formula 1’s head of Digital and New Business, said: “While the 2017 agreement was the first step towards expanding social platform presence, our multi-year renewal is a sign of the strengthening and speeding-up of the development of this strategy.

“We want to work with partners that operate on a global level to bring Formula 1 and its amazing mix of technology and individual talent ever closer to our fan base, especially millennials.

“We are really pleased to have extended this agreement for a further two years and to increase the number of races that will feature in the Our Stories content on the Discover platform.”