Audioboom Group PLC on Wednesday said it renewed its partnership with Formula One World Championship Ltd to produce, distribute and monetise the motorsport body’s official podcast slate, including ’F1: Beyond the Grid’ and ’F1 Nation’.
The London-based podcast company said the extension runs until 2025. Its production arm Audioboom Studios will produce the podcast slate, its technology platform will manage global distribution, while Audioboom will also provide monetisation services via its advertising products and Showcase, its advertising technology marketplace.
Audioboom said F1’s official podcasts have been downloaded more than 80 million times since the motorsport body moved into podcasting in 2018.
’F1: Beyond the Grid’ is a podcast with journalist Tom Clarkson, who has conducted in-depth interviews with current F1 drivers such as Lewis Hamilton and Charles Leclerc, alongside previous champions in the sport’s history, Audioboom said.
It added ’F1 Nation’ is a podcast featuring Clarkson, world champion Damon Hill and race reporter Natalie Pinkham, focusing on guest appearances, ‘expert’ racing insight and behind-the-scenes stories.
‘We are thrilled to once more extend our partnership with the team at Formula 1. This partnership encompasses every aspect of the Audioboom platform - our distribution technology, our production services through Audioboom Studios, and our cutting-edge advertising products. We are excited to be delivering incredible value to F1’s engaged and dedicated podcast fans,’ said Audioboom Chief Executive Officer Stuart Last.
F1 Head of Digital Advertising & Content Partnerships Lisa Spencer-Hayes added: ‘Since 2018, Audioboom and Formula 1 have worked hand in hand to deliver for our fans in the podcast space, first with Beyond The Grid and then with F1 Nation, a product we successfully launched together during lockdown in 2020. Audioboom have delivered the speed, accuracy, reliability and depth of distribution that Formula 1 requires and we look forward to continuing our partnership over the coming years.’
Shares in Audioboom were up 6.3% to 441.00 pence each in London on Wednesday morning.
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