CBS-owned Paramount+ streaming service has entered into a collaboration with Formula One – becoming an official partner for the 2023 and 2024 seasons.
The promotional partnership will feature Paramount+ series, movies and characters feature at Formula 1 events inside Fan Zone areas and also includes Paramount+ signage trackside, along with digital sponsorships and promo opportunities. The promotions already began at the 2023 Australian Grand Prix in Melbourne nearly two weeks ago and are currently scheduled to be continued throughout the season at tracks in Miami, Montréal, Austria, Silverstone, Monza, Suzuka, Austin, Mexico City, São Paulo and Las Vegas.
Paramount+ originally had a short-term deal with Formula 1 in the 2022 season, where they launched promotional efforts at Silverstone in the UK and Monza in Italy.