Paramount+, the global streaming service from Paramount, and Formula 1® announced an official promotional partnership for the 2023-2024 season, marking the first of its kind partnership for the global racing spectacle. With the deal, Paramount+ becomes an Official Partner of Formula 1.
The partnership will see the streamer’s broad and popular content offering come to life at Formula 1 events, with Paramount+ hit series, blockbuster movies and beloved characters taking center stage inside Fan Zone areas with the biggest stars coming together on and off the grid. Additionally, the partnership includes Paramount+ branding on track and physical trackside signage, digital sponsorships and promotional opportunities, which started in Melbourne, and will be followed by activity in Miami, Montréal, Austria, Silverstone (U.K.), Monza (Italy), Suzuka (Japan), Austin, Mexico City, São Paulo and Las Vegas.
The partnership follows a successful short-term deal between Paramount+ and Formula 1 in 2022, which saw the streamer gain strategic exposure at key Formula 1 races, including Silverstone and Monza.