Mercedes has partnered with Motorsport Network in which the manufacturer will launch a dedicated channel on its OTT platform Motorsport.tv to boost its Formula 1 and Formula E content.
As part of the agreement Mercedes will collaborate with Motorsport Studios to provide fans with a variety of new digital content. This includes behind-the-scenes F1 footage as well as offering content from the Mercedes EQ Formula E team, customer racing teams and other automotive projects.
Richard Sanders, Commercial Director of Mercedes AMG Petronas Formula One Team, stated: “We are proud to lead the way in F1 when it comes to social media audience and engagement. Working with Motorsport Network will give our fans another destination to enjoy content from across our motorsport programmes, driving additional value and exposure for our ecosystem of partners, and enabling us to share the richness of the Mercedes Motorsport family, from F1 to Formula E to customer racing.”
Mercedes’ F1 team is considered one of the leading manufacturers when it comes to social media and fan engagement with a total social media following of 19.5 million and over 125 million engagements through the 2019 season alone. With the new partnership the manufacturers content will be able to continue developing its media output by being provided with Motorsport Networks archive of media content, which includes over 26m images dating back to the original motor car created by Mercedes in 1886.
To celebrate the launch of its new channel, the car manufacturer will offer fans a first chance to look back on the British Grand Prix through its latest instalment of the F1 team’s popular post-race debrief video series.
James Allen,Motorsport Network’s President added: “This is the meeting of two leaders in their respective fields, looking to add another level to the way in which they serve their audiences. Storytelling is central to the way brands and OEMs reach their public today and we look forward to co-creating a channel that is a true destination for Mercedes fans.”
The partnership continues to develop Motorsport Network’s expanding portfolio with the deal signifying a huge step in the company’s growth. Despite having dedicated channels with other manufacturers, Mercedes is the first to include Formula One-themed content as part of what will be available.
