Digitas enables F1 transformation from sports to media and entertainment brand

London, United Kingdom

Formula One has today announced the launch of its new global digital platform, created in partnership with Digitas, the connected marketing agency.

The move, to create F1’s first experience led platform, has seen Digitas enable the sports brand to broaden its digital reach with fans through the improved offering, as well as aiding the transition to become a media and entertainment brand.

Creating a high quality, real time fan experience across Formula1.com, iOS and Android mobile apps. The platform sits on a custom-built service layer, with a headless CMS, identity and micro service components allowing for seamless digital publishing activity and enhanced fan experience across all core channels.

Trackside data informsa rich content experience, including:

  • Lap-by-lap coverage, video highlights, and in-depth news and analysis of every Grand Prix
  • Free and paid live race experiences, with timings, car telemetry and driver tracker visualisations
  • Race hubs, with schedule and venue information, data replays, and curated content collections
  • Driver and team standings, with profiles, awards, and key stats

Frank Arthofer, Global Head of Digital and Licensing at Formula One said: “Since appointing Digitas in October 2017, our ambition has been to extend the brand’s digital ecosystem and use the most cutting-edge technology to provide the best user experience and digital publishing platform possible. This first phase of delivery supports our transition from a sports brand with a website to an integrated sports business, undoubtedly, captivating this and the next generation of F1 fans.”

Dani Bassil, CEO at Digitas said: “Part of our aim as an agency is to create wonderful digital experiences and products that go beyond the expected. Our work with Formula One extends the brand into digital, meaning that, for the first-time, fans and enthusiasts will have a cohesive experience across all platforms. The platforms are super exciting, with dynamic features and live user experiences which will help Formula One own the race weekend-21 weekends a year.”