Formula One signs VRM deal

Multi-year partnership put in place to develop fan engagement projects in China.

Formula One has announced a multi-year partnership with marketing and advertising agency Virtual Real Management (VRM) which will see both parties collaborate to create a new model of fan engagement in China.

The deal will see unique hospitality events held in China for the fans to engage with the sport and also include virtual appearances from former Formula One drivers, who will engage and entertain the hospitality guests while watching the races.

The events are set to take place both virtually and at the race circuits.

Taking about the partnership, Juan Mari Guillot, Chief Executive at VRM, said:

“Thanks to our technology, we open exclusive new windows for Formula One to global or local brands in China. We want to become the best solution globally, to offer a unique experience in the lives of Formula One fans thanks to our technology and brands.”

VRM will also partner with Formula One to provide fans with pre- and post-race activities such as briefings, hot laps, driving courses and competitions.