Photo: RacePictures.

Formula 1 continues to add major collaborations to boost global reach

19:59, 17 Nov

byKada Sarkozi

Formula 1 has been successful in expanding its audience in recent years, and the sport has now taken another step in that direction by teaming up with Fortnite.

"We’re obsessed with finding new and exciting ways to engage with our audiences that makes our sport sit alongside their other passions and interests."

- Emily Prazer, Chief Commercial Officer of Formula 1

In recent years, F1’s rise in popularity can also be attributed to reaching new audiences. Netflix's 'Drive to Survive' and 'F1: The Movie', starring Brad Pitt and Damson Idris, have both been successes.

Lewis Hamilton at the Brazil GP - Photo: RacePictures

During the United States Grand Prix, it was revealed that Apple TV has signed a deal to broadcast Formula 1 in the US next season. New collaborations with Disney, Hot Wheels, and well-known YouTuber Amelia Dimoldenberg, have also been announced.

Now, F1 will be present in one of the most popular and most played video games of the world: Fortnite. Characters featuring F1 teams' race suits will drop on 20 November, and new emotes will also be available.

The Chief Commercial Officer of Formula 1, Emily Prazer said: "This innovative collaboration with Fortnite is yet another way Formula 1 is connecting with fans and appearing in places you wouldn’t expect it to.

"We’re obsessed with finding new and exciting ways to engage with our audiences that makes our sport sit alongside their other passions and interests.

“In recent years Fortnite has collaborated with some of the biggest brands, sporting celebrities and TV series in the world, so we’re thrilled this new integration will enable players to engage with our series 365 days a year and further their love of the sport."

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