Formula 1 signs new partnership with Snapchat

Formula 1 continues to develop its social media network, announcing a new global partnership with video-sharing platform Snapchat.

The deal will debut at this weekend's British Grand Prix and will result in coverage on Snapchat's breaking news and curated platform Discover, using the 'Our Stories' content type.

The partnership will also include coverage of Singapore, Japan, USA, Mexico, Brazil and Abu Dhabi. 

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"This is the first step towards expanding our social media strategy," said F1's head of digital Frank Arthofer.

"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."

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