Dugout Inks F1 Digital Partership
Formula 1 has announced a strategic digital partnership with online football content platform Dugout in a cross-promotional venture designed to extend the reach of both sports to fans worldwide.
The collaboration will centre on regular prize giveaways and competitions targeting fans of both the FIA Formula One World Championship and the world’s leading football clubs.
A first giveaway is scheduled for this week, with the sought-after F1 prizes including two premium tickets to a 2019 Formula 1 Grand Prix, an F1 TV Pro season pass and signed F1 merchandise.
For its part, Dugout will offer signed jerseys from many of today’s stars of the game, including Barcelona’s Lionel Messi, Paris St Germain forward Neymar, Juventus’ Cristiano Ronaldo and Real Madrid’s Welsh talent Gareth Bale.
Commenting on the collaboration, Markek Borowik, Formula 1 senior customer marketing manager, said: “Sport today is truly global and fans don’t watch just one sport, follow one star or support one team. Their interest is constant, more varied and deeper than ever before.
“Formula 1 are always looking at new ways to engage both new and existing audiences and we’ve been really impressed with Dugout’s unique positioning and access to the clubs, as well as its reach and offering to supporters.
“Thanks to this first collaboration, sports fans from every continent will now have the opportunity to win a truly unforgettable prize. We are looking forward to revealing further details about this emerging partnership in due course.”
Dugout launched in November 2016 and works with its partners to create original content from 79 clubs across three National Football Federations and four major leagues, including the Premier League, La Liga, Serie A and the Bundesliga.
Elliot Richardson, Dugout executive chairman, said: “We’re really excited to announce this partnership and become the first to harness the power of Formula 1 and football’s elite clubs.
“The innovation and incessant growth in digital media content, and the ever-increasing accessibility of that content, means sports enthusiasts can stay engaged 24/7. At its heart, this is what Dugout offers – unrivalled and unmatched access for fans to see behind the scenes.”
