Formula 1 is trying to find new fans. Young fans. In an effort to lure Gen Y and Gen Z people into the F1 web and find new fans, this weekend’s Mexican Grand Prix will be broadcast on Twitch TV for the first time.
Twitch TV is a large streaming platform originally focused on live gaming streams but has grown to host other types of broadcasts such as radio and podcast shows. The F1 weekend will be broadcast but apparently there are other elements involved in the broadcast. f1.com says:
“Formula 1 is delighted to announce a partnership with Twitch, the leading service and community for multiplayer entertainment, that will see F1 live stream every session of the 2019 Mexican Grand Prix on the platform. The partnership will enable F1 to stream the Mexican Grand Prix weekend live and free in Germany, Luxembourg, Switzerland, Denmark, Norway and Sweden via twitch.tv and Twitch’s mobile app.
As part of the deal, interactivity and gaming elements will be added to the broadcast to really drive engagement from the community. Each session will be “co-streamed” by a select group of prominent, in-market personalities, including leading German gaming influencer PietSmiet, in Germany, Switzerland and Luxembourg. F1 will also include a data extension alongside the broadcast that allows users to predict the performance of drivers during 10-minute segments of the Grand Prix. The predictions will then be ranked and displayed according to their accuracy, providing an interactive gaming element to the broadcast.”
Frank Arthofer, Director of Digital and Licensing, said:
“We are really excited to be partnering with Twitch to live stream content from the Mexican Grand Prix. Audiences in Germany, Luxembourg, Switzerland, Denmark, Norway and Sweden will be able to visit Twitch’s website and app and tune in to all the action from practice, qualifying and the race itself. Twitch has incredible reach, a unique creative spin on sports media coverage and an engaged digital audience; they are a perfect partner for us to be working with on this project.”
Farhan Ahmed, Strategic Partnerships Manager, said:
“Millions of people tune in to Twitch every day to watch live content and form communities around their shared interests. We’re thrilled to partner with Formula 1 to bring exciting motor racing content to our community in a way that’s unique, shared, and interactive. It’s a pleasure to work with a partner who embraces our community experience, creating something truly exciting, enhanced through co-streaming and extensions.”