Formula E, Snapchat Team Up For One-Off Trial At London ePrix Weekend

Formula E and Snapchat have agreed to a one-off partnership for this year's London ePrix weekend in July. The deal, which will be officially announced at a later date, will give fans a behind-the-scenes look at the event through a comprehensive story on the video and photo messaging app.

Content for the story will be created by Formula E, its teams, drivers and fans. The season-ending London ePrix will take place over two days on July 2-3. Formula E declined to disclose financial terms of the agreement.

"[Snapchat] is a growing and developing online proposition," said Ali Russell, director of media and strategic partnerships at Formula E. "When you look at our target audience 15-25, Snapchat is one of the fastest growing."

The electric racing series already established relationships with YouTube, Facebook and Twitter. Russell told SBD Global the series will use the experience of the London trial to determine whether to expand its relationship with Snapchat for season 3.

The social media app will provide extensive resources, including special filters and promotions, for the Formula E event at London's Battersea Park. HJ Mai/SportsbusinessDaily