Formula One has signed a global deal with mobile app Snapchat to create exclusive content from its upcoming grand prix races.
The move comes ahead of the British Grand Prix on Sunday, where coverage will be delivered via Snapchat's 'Our Stories' function.
Formula One is said to be looking to develop the sport on several digital platforms.
Snapchat's coverage will feature compilations of videos and pictures submitted from users at F1 events and locations around the world, designed to give a fresh insight into the racing.
The footage of the British Grand Prix will be available in the UK and US before Snapchat embarks to cover the races in Singapore, Japan, the US, Mexico, Brazil and Abu Dhabi.
Frank Arthofer, head of digital and new business, Formula One, said: “This is the first step towards expanding our social media strategy. 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.”
Ben Schwerin, vice president of partnerships, Snap, added: “We want to work with the most iconic sporting organisations in the world, that are beloved by our global community of passionate and highly engaged fans - and working with Formula One has been at the top of our wish list for a long time. Our goal is simple - we want to make being a fan more fun no matter where you are and Snapchat offers unique and creative ways to experience it with their closest friends.
"We are honoured to be the first platform they are partnering with, and are excited to start offer their teams, partners and advertisers an opportunity to reach millions of Snapchatters around the globe.”