Deal gets F1 fans on track
This year’s Formula 1 season is proving a lot more enticing for Chinese fans — and not just because Mercedes’ dominance is under threat from Red Bull and Ferrari.
Watching F1 was particularly difficult for fans here last year due to copyright issues, but Daniel Ricciardo’s thrilling victory at Shanghai International Circuit last weekend was enjoyed by tens of millions of Chinese online, thanks to a new Tencent deal.
Tencent last week announced it has become F1’s exclusive new-media broadcast partner in China for the 2018 and 2019 seasons, securing the live rights to 21 grand prix events, including practice runs and qualifying sessions.
Fans also have access to content such as race previews on platforms including Tencent Sports, Tencent News, Tencent Video and live.qq.com, while famous F1 commentators He Xin, Liu Yao and Wei Yidong have been recruited to call the action.
Users with Tencent Sports membership can also enjoy exclusive extra feeds such as videos from an on-board camera, while the company is also organizing a number of offline activities, including tours of the Shanghai track.
“China is a key market for Formula 1 and this deal follows our other agreements there,” said Ian Holmes, F1’s director of media rights.
“This latest development represents another significant opportunity to grow the Formula 1 fan base and deepen our engagement.
“In Tencent we are partnering with one of the leading digital operators. The exposure across their array of platforms and their variety of audio-visual and data content means we are well placed to reach all demographics throughout China.”
Since its debut here in 2004, F1 has garnered a loyal Chinese fan base. Attendance at the Shanghai race has never dipped below 100,000, while the number of F1 fans in China is estimated at over 100 million.
“The speed and technology of F1 makes it compelling viewing. This event enjoys a huge fan base in China,” said Tencent vice-president Caitlyn Chen, whose company boasts around 960 million active users.
“Leveraging its advantages in distribution, production, broadcasting, intensive operation and social engagement, Tencent will provide abundant and scenario-based content services to our fans.
“The cooperation between F1 and Tencent will provide users with a better understanding of the passion and speed of the sport, so as to achieve the maximum IP value for F1 in China.”
Tencent’s F1 deal adds to its growing portfolio of major leagues and competitions that span sports including basketball, soccer, volleyball, tennis, American football and baseball.