Paramount+ becomes an official Formula 1 partner for the 2023-2024 season, Paramount's SVOD platform announced on Tuesday April 18. As part of this global partnership, "the first of its kind in the world of motor racing" according to the press release, Paramount+ content (original series, films and characters) "will invite itself into fan zones" during F1 events.. The Paramount+ brand will also be present on the track and by the side of the track. The partnership also includes sponsorship on digital media.
These actions to promote the service and content of Paramount+ began during the Melbourne GP and will continue with other operations in Miami, Montreal, Austria, Silverstone, Monza, Suzuka, Austin, Mexico City, São Paulo and Las Vegas.
This new partnership follows a short-lived agreement between Paramount+ and Formula 1 in 2022, "which provided the platform with strategic exposure at key Formula 1 races, including Silverstone in the UK and Monza in Italy,” the statement recalls.