Paramount+ Inks Formula 1 Global Sponsorship Deal
variety.comTodd Spangler NY Digital Editor Paramount+ signed a promotional partnership for Formula 1’s 2023-24 season, making the streamer an official partner of Formula 1.
The full-season partnership comes on the heels of a short-term deal between Paramount+ and Formula 1 in 2022, which saw the streamer gain exposure at key Formula 1 races including Silverstone in the U.K.
and Monza in Italy. Under the sponsorship pact, Paramount+’s original series, movies and characters will take “center stage” inside Formula 1 Fan Zone areas “with the biggest stars coming together on and off the grid,” the companies said.
Additionally, the partnership includes Paramount+ branding on track and physical trackside signage, digital sponsorships and promotional opportunities, which started in Melbourne, and will be followed by activity in Miami, Montréal, Austria, Silverstone, Monza, Suzuka, Austin, Mexico City, São Paulo and Las Vegas.
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