Just in time for the Chinese Grand Prix this weekend, Formula 1 has renewed its partnership with Tencent, a leading Chinese multimedia giant, ensuring they remain the exclusive digital media broadcast partner for F1 in mainland China for several years to come.
Under this extended deal, which runs through the end of 2027, Tencent plans to utilize its wide array of digital media and social platforms, such as Tencent Video, Tencent Sports, WeChat, Tencent News, qq.com, and QQ. This will provide fans with extensive coverage of every F1 Grand Prix, Qualifying, Practice, and F1 Sprint session throughout the season. There will also be highlights from the F1 Academy, the all-female racing series.
Formula 1 is excited about this collaboration, promising fans an enhanced, immersive experience with high-definition visuals and onboard camera action supported by insightful commentary from experts. On top of that, Tencent’s advanced XR studio is set to offer a unique viewing experience that captures the thrilling action of a Formula 1 Grand Prix from numerous angles.
After a five-year break due to COVID-19, Formula 1 made a triumphant return to Shanghai’s International Circuit last year, packing the venue with over 200,000 ecstatic fans. It also racked up an impressive 14.8 million TV viewers throughout China, marking a remarkable 50% jump in viewership compared to the race in 2019.
Alongside the main F1 event, this weekend will also mark the start of the F1 Academy season in Shanghai, where Shi Wei is proudly set to become the first Chinese driver to compete in the series.
Michaella Snoeck, Head of Media Rights at Formula 1, shared her thoughts on this exciting renewal: “Last year’s comeback of Formula 1 to China was met with great enthusiasm, with millions tuning in weekly to catch the thrill of the sport. The surge in viewers reflects a deep-rooted passion, and by introducing F1 Academy to China, we aim to expand our reach among the growing female audience. Tencent, as a dedicated partner, is instrumental in delivering top-notch broadcasts across its digital platforms, further igniting the passion for motorsport across China.”
Jeff Han, Vice President of Tencent Online Video, also shared his insights on the extension: “F1’s popularity is skyrocketing in China, especially among the younger demographic. Our partnership with F1 is set to stir a new wave of interest in motorsport. We are committed to elevating F1 broadcasting and crafting superior content, allowing more users to relish the excitement and charm of motorsport in a comprehensive and intuitive way. We are eager to see this enthusiasm fuel the growth and spread of racing culture in China.”
