Ahead of the Las Vegas Grand Prix this weekend, Meta-owned encrypted messaging service WhatsApp has announced a multi-year partnership with the Mercedes-AMG Petronas F1 Team, inviting fans opportunities to engage with the eight-time world champions and access unique content.
With a focus on privacy via encryption and over two billion users, WhatsApp will become Mercedes-AMG F1's go-to messaging app “to collaborate, champion one another, and maintain crucial real-time coordination during 23 races a year on multiple contents,” the company said in a statement.
The F1 team was an early adopter of WhatsApp Channels broadcast feature, which launched in September. The team used the feature to share with fans behind the scenes experiences, insights, and race-preparation routines for race weekends.
This new partnership was announced on Friday via the Mercedes-AMG Petronas F1 Team WhatsApp Channel, which also alluded to a host of exclusive content planned for the upcoming weekend.
“WhatsApp plays a critical role in communications across everything we do at Mercedes-AMG F1,” said Mercedes-AMG Petronas F1 Team CEO and Team Principal Toto Wolff. “From coordinating our operations, sharing ideas, and supporting one another through the journey of each season, it brings the team closer together.”
Wolff added that the team's WhatsApp channel helps accelerate the speed of communication and decision-making across the organization.
In addition to partnering with WhatsApp, Mercedes-Benz's F1 team is debuting a three-level Vegas Club at this weekend's Grand Prix, which will feature views of the racetrack, DJs, cabaret shows, gourmet cuisine and speciality cocktails, a speakeasy floor, an activation with watch brand IWC Schaffhausen, and a virtual reality garage tour created by Qualcomm’s Snapdragon brand.