Formula 1: a sponsorship deal with Paramount+ in addition to media rights agreement with Netflix

Paramount+, the VoD service of the US media conglomerate Paramount Global, has become an official partner of Formula One Group from 2023 as part of a "multi-year promotional deal," announced Formula One Management on 12/04/2023.

The partnership began at the Australian Grand Prix in Melbourne on 02/04/2023, with Paramount+ promoting its Rabbit Hole TV series on the track and physical trackside signage at Albert Park. The American group was also the sponsor of the radio messages during the Australian race.

The VoD platform will benefit from similar exposure at ten other races in 2023 (in Miami, Montreal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico City, Sao Paulo and Las Vegas). Paramount's productions will be featured in the circuits' fan zones. "This partnership exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences," said Brandon Snow, managing director of commercial at Formula 1.

Paramount+ has the status of official partner, the second level in Formula One Management's sponsorship hierarchy, alongside…