Formula 1 teams up with Youtube

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Formula One has announced that it has launched a new partnership with Youtube which will provide fans across selected European markets with following Formula 1 Aramco Grosser Preis der Eifel for free on YouTube.

After revising its 2020 calendar due to the coronavirus pandemic, Formula One added Germany to its current race schedule. The race, set to take place at the legendary Nürburgring, will be titled as Eifel Grand Prix.

The sport has announced that it has joined forces with YouTube with the partnership enabling fans to follow all practice sessions, qualifying and the race live for free.

Fans will be able to watch the race, live and for free, in seven European markets including: Germany, Switzerland, Netherlands, Belgium, Norway, Sweden, and Denmark. The deal also provides YouTube with additional content such as race previews, highlights, and analysis.

„This unique partnership builds upon the incredibly strong relationship Formula 1 and YouTube have established in recent years with the motorsport brand leaning into the digital platform in a big way — including richer and more engaging content such as longer highlight recaps, top driver and team radio moments, and expert analysis,” read Formula One’s statement.

Adam Crothers, Head of Digital Media Rights, Formula 1 said: “We are thrilled to be working with YouTube on such an exciting project. As we continue to diversify our media distribution strategy and expand our digital offering, it is imperative that we engage fans who consume mediums differently and YouTube offers us the platform to achieve that.

„Partnering with YouTube also ensures we continue our pursuit of engaging new audiences in new ways to grow the F1 fanbase whilst continuing to innovate our media offering for new and existing fans.”

Commenting the new partnership, Tomos Grace, Head of Sport, YouTube EMEA said that the American online video-sharing platform is a key medium to reach younger fans.

„YouTube helps sport reach the fans of tomorrow 70% of Formula 1’s YouTube audience is under the age of 35. Sports broadcasters and organisers increasingly recognise YouTube’s ability to reach these new audiences and generate incremental revenue.

„Formula 1 has always been one of the most innovative brands in sport, as dynamic in their video creation as they are on the track. F1’s decision to live stream their most premium content on YouTube is further evidence of YouTube’srole as a trusted partner to the industry.”