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Formula One Partners Up with Snapchat for the 2017 Season


Formula One's history with social media has always been a bit of a rollercoaster ride.

When Liberty Media acquired F1 earlier this year there was hope that the new management would bring about change to the falling interest in the sport. Although the company's more relaxed approach to social media came across a few bumps in the road, it seems like they've finally found their feet in the online world.

This week, Formula One announced its new partnership with Snap Inc., the company behind popular visual messaging service Snapchat. They revealed their intention to make use of the app's Discover feature which allows fans to add their pictures and videos to a curated stream of event-specific content. This partnership is set to debut at the Silverstone Circuit in Northamptonshire this weekend for the British Grand Prix.

On why they chose this venture to be their first major foray into social media, Formula One said that:

"Our stories allow Snapchatters at the same event to contribute their unique perspectives through video and photos Snaps to one collective Story, capturing the atmosphere and excitement.

"We want to work with partners to bring fans closer to the amazing show that is Formula One, an incredible mix of technology and individual talent - and Snap fits that bill."

Although they're highly complementary of Snap Inc. - for which the feeling's mutual according to the company's vice president - this is just the first step in Liberty Media's plan to develop the sport across social media. With other more popular networks like Facebook and Twitter waiting to be utilised, it's likely that Formula One will soon see its interest revitalised by a generation of  fans who may not have been too familiar with the sport in the past.

F1's partnership with Snap will continue throughout the rest of the season, with races in Singapore, Brazil and Abu Dhabi all set to receive the same treatment on race day. Whether the two companies will continue to work together further into the future is currently unknown, however Snap's declaration that "working with Formula One has been at the top of our wish list for a long time" does indicate that there would certainly be interest in continuing this partnership.

For now, we'll just have to wait and see how the online world reacts to this weekend's Grand Prix and whether F1's presence in Our Stories is a rousing success or an unfortunate mistake. I'm almost certain it will be the former.




James is a passionate scriptwriter and reluctant poet with a talent for the dystopian. When he’s not staying up late watching the Simpsons he’s beating the world at Mario Kart, always with a glass of wine in hand. You can expect to find his ramblings about music and life at @Songbird_James


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Formula One Partners Up with Snapchat for the 2017 Season Reviewed by James Darvill on Friday, July 14, 2017 Rating: 5

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