By Jonathan Easton
Google-owned YouTube will livestream the Eifel Formula 1 Grand Prix from the Nürburgring in Germany.
The video platform has announced a deal with the leading motorsport competition to broadcast the October 11 race live on the F1 YouTube Channel for free in seven European markets.
The race is notable for being the first time in seven years that the F1 will visit the Nürburgring, which regularly attracts crowds of up to 290,000.
This is an expansion of a partnership between F1 and YouTube, with formula 1 attributing much of its digital growth to the highlights, interviews and behind-the-scenes footage it uploads to the platform.
Head of digital media rights at Formula 1 Adam Crothers said: “We are thrilled to be working with YouTube on such an exciting project. As we continue to diversify our media distribution strategy and expand our digital offering, it is imperative that we engage fans who consume mediums differently and YouTube offers us the platform to achieve that. Partnering with YouTube also ensures we continue our pursuit of engaging new audiences in new ways to grow the F1 fanbase whilst continuing to innovate our media offering for new and existing fans.”
Head of sport at YouTube EMEA Tomos Grace said: “YouTube helps sport reach the fans of tomorrow – 70 per cent of Formula 1’s YouTube audience is under the age of 35. Sports broadcasters and organisers increasingly recognise YouTube’s ability to reach these new audiences and generate incremental revenue. Formula 1 has always been one of the most innovative brands in sport, as dynamic in their video creation as they are on the track. F1’s decision to live stream their most premium content on YouTube is further evidence of YouTube’s role as a trusted partner to the industry.” https://www.digitaltveurope.com/