Formula 1 Names Paramount+ Official Partner in Multiyear Marketing Deal

Paramount+ and Formula 1 auto racing have announced a multiyear promotional deal with the streamer becoming an official partner of the sport.

As part of the deal, Paramount+ will showcase original series, movies and brand characters at F1 races and media events through branding on track and physical trackside signage, digital sponsorships and promotional opportunities in Miami, Montreal, Spielberg, Silverstone, Monza, Suzuka, Austin, Mexico City, Sao Paulo and Las Vegas.

“This partnership exemplifies Formula 1’s ongoing commitment to exploring new avenues to help promote the sport and appeal to new audiences,” Brandon Snow, managing director of commercial at Formula 1, said in a statement.

The move comes as Paramount+ ups its access to live sports, including the Southeastern Conference college football on CBS, The Masters golf tournament, NCAA Division I Men’s Basketball Championship, PGA TOUR, The PGA Championship, women’s soccer, and Combat Global MMA cage fighting.

“Paramount+ continues to seek new, innovative ways to reach our global audiences, and … becoming an official partner of F1 means bringing the Paramount+ brand and all our characters to life for hundreds of millions of fans worldwide.”

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Netflix Upping Sports Documentary Productions

Netflix may not be interested in pursuing live-sports streaming, but the SVOD behemoth isn’t turning its back on sports.

The streamer Jan. 12 announced two new projects featuring exclusive, behind-the-scenes stories with some of the most-popular athletes, teams, leagues and federations around the globe. As part of its sports slate, Netflix has greenlighted two new docuseries: an as yet untitled series at the FIFA World Cup Qatar 2022, featuring exclusive, behind-the-scenes footage of all 32 teams from the tournament; and “Six Nations,” an inside look at the international rugby tournament. 

Netflix also announced a Feb. 24 premiere for season five of popular series “Formula 1: Drive to Survive,” along with a first look at the new season. As previously announced, tennis series “Break Point” debuts Jan. 13, followed by golf series “Full Swing” on Feb. 15.  And later in 2023, Netflix will premiere a behind-the-scenes docuseries from the 2022 Tour de France, as well as “Heart of Invictus,” following competitors in The Invictus  Games. 

“By going behind-the-scenes of the world’s biggest sporting events with unprecedented access, we have a unique opportunity to share the triumphs, tribulations and drama of these iconic moments with our hundreds of millions of global members,” Brandon Riegg, VP of unscripted and documentary series, said in a statement.

Since breaking its sports doc teeth with “Formula 1: Drive to Survive,” Netflix has doubled down chronicling some of the world’s biggest sporting leagues. 

“Break Point” gets up close and personal with top tennis players through an entire year traveling across the globe for all four Grand Slams and the ATP and WTA tours. From physical injuries and emotional heartbreak, to triumphant victories, to personal moments off the court, viewers will get a behind the scenes look at the pressure-tested lives of these pro tennis players.

“Full Swing” is an eight-episode documentary series that follows a diverse group of professional golfers on and off the course, across a relentless season of competition. The golfers endure a high-stakes schedule week in and week out on the PGA Tour, including, for the first time ever, exclusive behind-the-scenes access to all four of golf’s major championships. Full Swing is executive produced by Chad Mumm and Mark Olsen (Vox Media Studios), Paul Martin, James Gay-Rees and Warren Smith (Box to Box Films).

“Formula 1: Drive to Survive Season 5″ will once again take fans behind the scenes, to witness first-hand how the drivers and teams prepare to battle it out for the 2022 FIA Formula 1 World Championship. The series will offer never-before-seen footage and interviews from the sport’s biggest names. Formula 1: Drive to Survive is executive-produced by Academy-Award winner James Gay-Rees (Amy, Senna) and Paul Martin (Diego Maradona) for Box to Box Films.

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“Heart of Invictus” follows a group of extraordinary competitors from around the globe — all service members who have suffered life-changing injuries or illnesses — on their road to the Invictus Games, revealing powerful stories of resilience and hope. From Archewell Productions in partnership with The Invictus Games Foundation, along with the Oscar-winning team of director Orlando von Einsiedel and producer Joanna Natasegara (The White Helmets, Virunga, Evelyn). 

The untitled Tour de France docuseries showcases the iconic French bike racing stage race, a source of national pride in France. It will chart the ups and downs of eight of the teams, featuring their cyclists over the grueling three-week tour. The series is produced by QuadBox, a Paris-based joint venture between Box to Box Films and Quad. Executive producers are James Gay Rees, Paul Martin, Yann Le Bourbouach and Amelia Hann. 

“Six Nations” aims to get fans closer to the Guinness Six Nations Championship. The series will take viewers inside the exhilarating world of the oldest and greatest annual international rugby tournament, giving fans an insight into pulsating behind the scenes moments, as the best teams in Europe battle it out in some of the biggest matches in the rugby calendar to take home the prestigious trophy. 

The untitled FIFA World Cup Series (Summer 2023) follows players throughout qualification for last year’s FIFA World Cup Qatar 2022. Produced by Fulwell 73, the series will be the definitive account of one of the greatest sporting spectacles of all time. With privileged, behind-the-scenes access and exclusive footage in and around all the 32 teams, the series will show viewers the FIFA World Cup as never seen before. The series will stream globally on Netflix in 2023.

Other Netflix sports programming includes “The Redeem Team”; “Last Chance U”; “The Last Dance”; “Neymar: The Perfect Chaos”; “Untold”; and “Cheer.” In addition to exclusive projects with sports leagues, Netflix in 2023 will also launch the film Bill Russell: Legend; an untitled David Beckham series; and a new season of docuseries “Untold.”

Liberty Media: 2019 ‘True’ Launch of Formula 1 Streaming Video Service

With the start of the 2019 Formula 1 auto racing season March 17 in Melbourne, Australia, corporate parent Liberty Media says the series’ over-the-top video subscription service is ready for its close-up.

Speaking on the Feb. 28 fiscal call, Chase Carey, CEO of the Formula One Group, said the F1 TV service survived its beta test in 2018, which included a delayed start to mid-April and assorted technical glitches.

“2019 will, in many ways, be a true commercial launch of the product,” Carey said. “F1 TV is a long-term strategic priority. We will continue to evolve the platform, enhance the content and build on distribution opportunities in the coming years.”

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Carey, who previously served as president of 2oth Century Fox, said the $8 to $12 monthly SVOD service now has distribution in Germany and Holland. It will also be carried by Comcast’s Sky satellite TV service in the United Kingdom.

Notably, Vietnam will host its first F1 race in 2020. Separately, Formula 1’s licensed docu-series, “Formula 1: Drive to Survive,” begins streaming on Netflix March 8.



Comcast’s Sky Sports Drops F1 Channel Price

Formula One auto racing has heated up in the over-the-top video world.

Comcast-owned Sky Sports announced that beginning March 1, it will drop the monthly price of its F1 channel 36% to €11.50 from €18, which includes a two-year price guarantee.

“Seven years ago we rewrote the rules and created a dedicated channel for F1, pushing the boundaries of sports broadcasting,” Stephen van Rooyen, CEO of Sky U.K. and Ireland, said in a statement. “Each year we challenge ourselves to go further and this year will be a whole new chapter. We are extremely proud to partner with F1, honoring the history and traditions of this great sport, whilst also taking fans even closer to the track and share our excitement for the future.”

F1 last year launched a proprietary OTT video service “F1 TV,” a $8-$12 monthly service available in four different languages (English, French, German and Spanish) and nearly two dozen markets, including Germany, France, USA, Mexico, Belgium, Austria, Hungary and Latin America.

In addition, Netflix launched “Formula 1: Drive to Survive,” a 10-episode documentary series showcasing F1 behind-the-scenes.




Netflix Launches F1 Auto Racing Series

Netflix has launched “Formula 1: Drive to Survive,” a 10-episode documentary series showcasing the excitement and dangers of F1 auto racing.

From the creators of “Senna,” the 2010 doc on the late three-time Brazilian F1 champion Ayrton Senna, Netflix’s series probes access to the drivers, team principals and owners, as well as Formula 1’s own management team.

The series is executive-produced by Academy-Award winner James Gay Rees and Paul Martin for Box to Box Films.

“This partnership with Formula 1 furthers our mission of working with world-class brands and production partners to produce best-in-class unscripted series,” Bela Bajaria, VP of content for Netflix, said in a statement last year when the doc was first announced.

Formula 1, which recently bowed its first over-the-top streaming service, believes Netflix’s global audience and brand will help attract more casual fans.

“We are actively repositioning from a motorsport company to a media and entertainment brand,” said Sean Bratches, managing director of commercial operations at F1. “The agreement with Netflix serves to chronicle the fascinating story of what transpires behind the scenes during a grand prix season. This is a perspective of the sport that has yet to be unveiled to fans around the world.”