F1 secures VRM fan engagement deal in China

Multi-year partnership designed to develop new entertainment for Chinese fans.

by Georgina Yeomans

F1 secures VRM fan engagement deal in China
  • Fans to watch F1 races live at immersive hospitality events
  • VRM and F1 to provide briefings, competitions and hot laps

Formula One has announced a new multi-year partnership with marketing and advertising agency Virtual Real Management (VRM) to develop a new model of entertainment for fans in China.

As part of the agreement, the pair will host immersive hospitality events in China for fans to engage with the series.

These events will include virtual appearances from previous Formula One drivers, who will entertain and engage with the hospitality guests as they watch Formula One races live.

The events will take place both physically at the circuits, which will host the experiences, as well as virtually.

Formula One and VRM will also provide guests with pre and post-race activities, which include briefings, hot laps, driving courses and competitions.

"Thanks to our technology, we open exclusive new windows for Formula One to global or local brands in China," said Juan Marí Guillot, chief executive at VRM.

"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."