Mercedes launches own F1-based channel on MotorsportTV
Mercedes, the German car manufacturer which operates a highly successful team in motor racing's Formula 1, has launched its own channel on MotorsportTV, the over-the-top platform of digital media company Motorsport Network.
The channel, produced as a partnership between the two organisations, will bring Mercedes fans behind the scenes content from both the group’s Formula 1 team as well as their Formula E electric outfit and other automotive projects.
Mercedes and Motorsport Network will also collaborate to create unique content, using the new Motorsport Studios platform, launched last month, which includes a video and photo archive of over 26 million images.
The channel will “bring the audience inside the heart of one of the most successful manufacturers in history”, according to a statement.
Mercedes is the first car manufacturer to include Formula 1-based content on their MotorsportTV channel.
James Allen, president of Motorsport Network, said: “Storytelling is crucial to the way brands reach the public today, and we look forward to co-creating a channel that is a true destination for Mercedes fans.”
Richard Sanders, commercial director of Mercedes AMG Petronas Formula 1 team, added: “Working with Motorsport Network will give our fans another destination to enjoy content from across our programmes, driving additional value and exposure for our ecosystem of partners.”
The Mercedes channel will be launched through a video series showing fans a debrief and post-race analysis of the Formula 1 British Grand Prix, held last weekend (and won by Mercedes' Lewis Hamilton).
Last month, Motorsport Studios was launched, bringing together several of the sites gathered under the Motorsport Network umbrella, including MotorsportTV and Motorsport Images.
The centralised hub is essentially a means to connect sponsors and brands more easily to the fans and potential consumers who use MotorsportTV and the company’s other fan-oriented sites.
Mehul Kapadia, the company’s chief operating officer, told Sportcal at the time that automotive brands would have more opportunity to buy their own shows on MotorsportTV, and that it would help endemic sponsors “reach their core audience.”
He added that this latest project was another step towards the company’s long-term goal of “leading the market space for the entire motorsport system.”