Formula 1 has agreed an innovative partnership with advertising and marketing agency Virtual Real Management (VRM) that will develop premium hospitality events tailored to the Chinese market.
The two parties said they will develop a new entertainment model, and with China having not held its annual grand prix since 2019 due to COVID-19, they intend to offer fans in the country a different way to enjoy F1.
Formula 1 has signed a multi-year agreement with VRM, which will design and develop exclusive hospitality events for Chinese brands and consumers. The experiences will include the participation of F1 legends, who will accompany and entertain fans during the days at Chinese circuits.
F1 said guests will experience a “double reality”, the physical reality at the circuits where the events will take place, and the virtual reality with the Formula 1 race that they will watch live on screen in a luxury hospitality setting.
In addition to witnessing the grand prix in a premium environment, F1 said the model presents a “modern and original experience” that will include pre- and post-race offerings such as briefings with specialists, hot laps on the track with historic drivers, such as Emerson Fittipaldi, driving courses, contests, relationships with customers at other tracks, and connections with the main stars of Formula 1.
“Thanks to our technology, we open exclusive new windows for Formula 1 to global or local brands in China,” said Juan Marí Guillot, CEO at VRM. “We want to become the best solution globally, to offer a unique experience in the lives of Formula 1 fans thanks to our technology and brands.”
Shanghai International Circuit (pictured), which has hosted 16 grands prix from 2004 to 2019, will be one of the venues that will host the premium experiences sealed in the contract between Formula 1 and VRM.
Image: Emily Walker/CC BY-SA 2.0/Edited for size
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