• by Fern Siegel , November 16, 2023

Paramount+ has launched a partnership with Formula 1 for the Grand Prix racing this weekend.

In a first for the streamer, it is taking over the Sphere in Las Vegas through Nov. 18, creating a visual spectacle that highlights its most popular shows and franchises, including "Lawmen: Bass Reeves," "Teenage Mutant Ninja Turtles," "Halo" and "Star Trek: Strange New Worlds."

The Sphere is the largest and highest-resolution LED screen in the world.

The Nathaniel Howe agency created the campaign, in collaboration with the Paramount+ design team.

In addition, Paramount is plastering race tracksides with banners showcasing "Lawmen: Bass Reeves," while 30+ digital screens feature various shows, including "Reeves," "Frasier" and "Mission: Impossible-Dead Reckoning, Part 1."

A Paramount+ Pub activation is focused on CBS Sports' programs running on the platform. To complete the out-of-home push, an airport digital ad network will target travelers at Las Vegas' Reid Airport promoting "Frasier" and "Good Burger 2."

The Formula 1 Heineken Silver Las Vegas Grand Prix begins Nov. 18 10 p.m. (PT) and Nov. 19 1 a.m. (ET).

“We wanted to pull out all the stops for a campaign celebrating our partnership with Formula 1 Las Vegas Grand Prix — a branded takeover of the city and newly iconic locations like the Sphere. As the first streamer to have a total service footprint on the Sphere with multiple franchise properties on display, we were able to highlight our library and content in a fresh and dynamic way,” Terry Minogue, EVP of creative marketing, Paramount Streaming, told Agency Daily.