Liberty Media’s (LMCA) Formula One and Snap, Inc. (SNAP) have partnered, encouraging fans to shoot and upload video at upcoming F1 events, starting with this weekend’s British Grand Prix. F1, which would actively look to prevent race highlights from hitting social media prior to the Malone takeover, is now looking to grow interest in the circuit by building a social media presence and reaching a younger demographic. The companies will split all ad revenues generated, but no additional terms of the deal have been released.
Fan Marino says: My F1 knowledge goes 2 drivers deep. Michael Schumacher and Mario Andretti. That is in the HISTORY of the sport. Marketing their stars, has never been F1’s strength. This deal will help bring attention to, if not interest in, the circuit within the U.S.
Howie Long-Short opines: I can add Ayrton Senna to the list–but only because his documentary is on Netflix. I don’t know a single fan of F1. USA is a huge opportunity for F1 under Liberty’s control, but they have a long way to go.