WhatsApp and Mercedes-AMG Petronas F1 team have signed a multi-year partnership for the 2024 Formula One season.
The new partnership was announced exclusively via the Mercedes-AMG PETRONAS F1 Team WhatsApp Channel.
It is WhatsApp’s first sports sponsorship and the Mercedes team post exclusive content to WhatsApp, with a particular focus on WhatsApp channels.
The social media platform launched its Channels one-to-many group messaging feature back in July, and the Mercedes team has already established a presence via the offering. It has now built an audience of over 650,000 followers in the app.
The brand was an early adopter of the new WhatsApp Channels broadcast feature, to share with fans behind the scenes experiences, insights, and realities of preparing for race weekends and fighting for podiums.
Toto Wolff, CEO and Team Principal, Mercedes-AMG PETRONAS F1 Team, said: “WhatsApp plays a critical role in communications across everything we do at Mercedes-AMG F1. From coordinating our operations, sharing ideas, and supporting one another through the journey of each season, it brings the team closer together.
“It also helps accelerate the speed of communication and decision-making across the organisation. As two innovative and forward-thinking brands, I can’t think of a more natural partnership. We look forward to working with WhatsApp and bringing the breadth of our stories to life in innovative and original ways.”
Channels has quickly become a helpful connection option, as more users switch to DMs to stay in touch (as opposed to posting feed updates).
The added security and privacy of WhatsApp has also made it key in many regions.
The new deal with Mercedes F1 will help to streghthen this and could also bring more focus to WhatsApp channels as a connective option.
The deal will also see WhatsApp branding displayed during F1 events, and will help to further promote the use of the messaging app in Western regions.
Will Cathcart, Head of WhatsApp, said: “We’ve been amazed at how the Mercedes-AMG PETRONAS F1 Team relies on WhatsApp to keep the organisation running. The leadership and values they have demonstrated to push motorsport forward for years has been inspiring. I’m proud we’ll work together to reveal how WhatsApp brings their team together and fans closer to the action.”