TSN excited about increase of interest in F1
LONDON, U.K. and TORONTO – Twitter announced today it has extended its partnership with Formula 1, entering into a multi-year agreement to amplify the sport’s coverage around the world.
“Through this renewed and multi-year agreement, F1 fans will see an increase in video clips during a race weekend and throughout the season, showing race coverage, interviews, archive footage and moments featuring their favourite drivers on mobile and web,” a press release explains.
“Advertisers will also be able to utilise the most engaging content from Formula 1 through Twitter Amplify, enabling them to run branded pre-roll video during the record-breaking 2022 calendar.”
F1 has an extensive fanbase on the social media platform – the @F1 handle has over 7.5 million followers and there were over 70 million tweets about the sport worldwide last year, according to the press release.
A Twitter spokesperson confirmed for Cartt.ca the content and opportunities announced today will be available to Canadian audiences and partners.
“We’re excited to extend our long-standing partnership with Twitter, and bring our vibrant F1 Twitter community more content than ever before,” said Ashwin Desai, head of digital media rights at F1, in the release. “Twitter is where so many of our fans go to get to the heart of the action, and our enhanced output is going to drive even more conversation as we celebrate an exciting new era for Formula 1.”
“The extension of this content partnership reaffirms the scale and value of the F1 conversation taking place on Twitter,” said Theo Luke, senior director, global content partnerships at Twitter.
“Across the 2022 and 2023 race schedules, fans on Twitter will see even more content with 20 clips per race weekend. Through Twitter Amplify, we’re able to deliver impactful video highlights alongside a more targeted advertising experience for Formula 1’s sponsors and other brands who want to engage with this rapidly-growing fanbase.”
Bell Media’s TSN, which holds the media rights for F1 in Canada, is welcoming the interest in the sport today’s announcement reflects. (In 2020 TSN and its French-language counterpart RDS announced an extension of their rights agreement with F1 through the 2024 season.)
“As the exclusive Canadian home of live F1 race coverage, we welcome any additional interest in the sport,” said a spokesperson for TSN in an email to Cartt.ca. “We’re very excited about the ongoing increase of fan interest in F1 in recent seasons, which has led to a significant uptick in our ratings.”
