DHL has become the first official partner of F1’s new esports series.
The details and length of the new partnership agreement have not been disclosed but it was put to paper ahead of 2018 F1 season in Melbourne. DHL’s partnership with F1 is longstanding, and the logistics company will retain its role as the ‘official logistics partner’ of F1, and the company will continue to present both the DHL Fastest Lap Award and the DHL Fastest Pit Stop Award.
Arjan Sissing, Head of Corporate Brand Marketing at Deutsche Post DHL Group commented: “As logistics partner, DHL is in charge of the complex shipping of Formula 1 vehicles and equipment. The brand is therefore an integral component of this highly emotional sporting and entertainment experience with global reach.
“As the first official partner of the F1 eSports Series, we are very pleased to accompany Formula One on its digital journey and to actively contribute to the expansion and emotionalisation of the product range for fans.”
Melbourne kicks off the new season on March 25th, Silverstone is July 8th and the season ends in Abu Dhabi on November 25th. As part of this renewed partnership, DHL fan festivals will be organised in F1’s ‘core and growth markets’, and this will include the involvement with the esports side of things.
You can read more about the F1 Esports Series here. The inaugural season saw Brendon Leigh crowned champion, and it generated some impressive viewing figures. F1 will be hoping for more of the same this time around.
Esports Insider says: DHL has played it smart by extending its partnership with F1 into the esports world. This second season should see more notable engagement levels, after the final event of last season saw a total of 1.8m views on Facebook.