Formula 1 has announced that is has signed a multi-year deal with subscription streaming service Paramount+, which will become an official partner of the sport.
It follows last year's collaboration which saw Paramount+ content featured in Fan Zone areas at Grand Prix events spotlighting the service's TV shows, films and most popular characters and performers.
F1 publicity stated that the deal would see Paramount+ content "come to life at F1 events" by "bringing together stars from the track and the big screen".
The new deal will see Paramount+ on trackside signage in races as well as digital sponsorships and promotions in Miami, Montreal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico City, Sao Paulo and Las Vegas.
That list includes all the countries hosting Grand prix races this year in which Paramount+ is available as an independent streaming service.
The new arrangement was heralded by prominent banners at Melbourne's Albert Park Circuit during the Australian Grand Prix featuring Kiefer Sutherland's new Paramount+ series Rabbit Hole
“This partnership exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences,” F1's managing director of commercial affairs Brandon Snow said.
“Paramount+ and the content on its platform are hugely popular, and like F1 has experienced rapid growth in recent years," he added.
“Together we will use our global platforms and collective expertise in entertainment to further enhance the fan experience and take both Formula 1 and Paramount+ to new levels.”
“Becoming an official partner of Formula 1 means bringing the Paramount+ brand and all our characters to life for hundreds of millions of fans worldwide," noted Marco Nobili, Paramount+ executive vice-president and international general manager.
“Paramount+ continues to seek new, innovative ways to reach our global audiences," he continued. "I am confident this partnership with Formula 1 will continue to support our growth globally.
“Through this global deal the worlds of motorsport and entertainment will come together, resulting in powerful storytelling opportunities on and off the grid.”
The new deal does not include US broadcast rights to races, which remain with Disney's ESPN service until the end of 2025 under a new deal signed last October.
Nor does it impact the production of season six of the Netflix behind-the-scenes documentary series Drive to Survive which is currently underway.
But Paramount+ already broadcasts major sporing events including the NFL, UEFA Champions League soccer and Masters and PGA golf in the USA suggesting that it might bid for the F1 rights in future.
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