Formula One has inked a new multi-year collaboration with the marketing and advertising agency Virtual Real Management (VRM) to initiate a model of entertainment for fans in China.
In this deal, the two parties will conduct immersive hospitality events in China to engage the fans with the series.
There would be virtual appearances in these events from previous Formula One drivers, who will entertain the hospitality guests as they view Formula One races live.
These events will be conducted both physically, which will host the experiences at the circuits, as well as virtually.
Pre and post-activities will be provided, which include hot laps, briefings, driving courses and competitions by Formula One and VRM to the guests.
“Thanks to our technology, we open exclusive new windows for Formula One to global or local brands in China,” said Juan Marí Guillot, chief executive at VRM.
“We want to become the best solution globally, to offer a unique experience in the lives of Formula One fans thanks to our technology and brands.”