European F1 fans will enjoy a historical first in October with the Eifel Grand Prix at the Nürburgring set to be streamed live - and free of charge - on YouTube.
The race will be broadcast on YouTube in seven European countries: Germany, Switzerland, the Netherlands, Belgium, Norway, Sweden and Denmark, with coverage including all sessions, a race preview, highlights and analysis.
As F1 develops its digital presence, the sport's YouTube channel has proved successful with fans, with almost 4 million subscribers, and a key component of F1's digital marketing efforts.
"We are thrilled to be working with YouTube on such an exciting project," said Adam Crothers, Head of Digital Media Rights at Formula 1.
"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.
While fans will be able to access the stream for free, F1 will leverage its partnership with YouTube by selling ad inventory to advertisers in single or across multiple markets.
YouTube’s head of sport for Europe, Tomos Grace, said the digital platform would help F1 reach a younger audience.
"YouTube helps sport reach the fans of tomorrow," said Grace. "70% of F1’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.
"F1 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’s role as a trusted partner to the industry."
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