F1: Traveling Exhibition launches, Paramount latest to jump on F1 rocketship

With Liberty Media at the helm, Formula 1 is moving so fast on both a sporting and commercial perspective, it’s enough to make your head spin.

Here are two of the latest examples.

F1 Traveling Exhibition Coming to a City Near You

Formula 1 will produce a unique travelling exhibition and immersive experience to cover the incredible history and exciting future of the pinnacle of motorsport.

The Formula 1 Exhibition will tell its story with unprecedented access in a partnership with Manhattan West and renowned production company Round Room Studios – that produced or promoted the likes of Jurassic World: The Exhibition, Tupac Shakur. Wake Me When I’m Free, and Mandela: The Official Exhibition.

Curated by F1 experts, historians and journalists, the first official, immersive and interactive exhibition in F1 history will present historic artifacts, new commissions, film archives and include legendary race cars.

Details including on-sale dates for tickets and venues will be announced in Autumn 2022 – sign up at F1Exhibition.com to be the first to know.

“Formula 1 has seen explosive growth over recent years, and our growing fan base is at the heart of everything we do. The launch of a world-class international exhibition for fans around the world to experience and enjoy, led by a best-in-class production company, is a natural next step for our sport,” said Brandon Snow, Managing Director, Commercial, Formula 1.

“Having watched its creative development come to life, we couldn’t be more excited by this project’s potential – it takes audiences ‘behind the curtain’ and celebrates F1’s rich history and heritage like never before. This will be a destination for every fan and we’re grateful to the many organizations and personalities from across Formula 1 that have contributed to this spectacular new show.”

Tim Harvey, Lead Producer & Managing Partner at Round Room Studios, said: “The Formula 1 Exhibition will be the first major exhibition in the history of Grand Prix racing. The show combines new, immersive technologies that bring to life F1’s spectacular stories in a dramatic manner, as well as fun, interactive spaces that provide different perspectives on the sport’s past, present and future.

“Over the last three years we’ve worked closely with a wide range of contributors, from iconic teams to legendary designers and champion drivers. Next year, we open the doors on a next-generation entertainment experience that will capture the imagination of all its visitors – from avid fans to young kids and families – we can’t wait!”

Paramount Pictures wants to ride the F1 rocketship

Adam Stern of Sports Business Journal reports that Paramount Network has signed a short-term advertising deal with F1 to promote its Paramount+ streaming service in new markets where it is launching worldwide.

The deal started this past weekend at Silverstone in the U.K., where F1 gave Paramount space on an elongated digital signage board that hung over pit lane.

During the full race weekend, camera shots would routinely zoom in on the board as cars strode past it and the signage switched between advertising shows like “South Park,” “Yellowstone,” “SpongeBob SquarePants,” “Super Pumped,” “Halo” and “Star Trek: Strange New Worlds.”

Paramount+ launched in the U.K. last month; the other races where the service will get exposure will be strategically selected to help its global expansion.