Thursday, 14 juny 2018, 07:58 , by Martin Macdonald
Podcast producing juggernaut Audioboom has struck a partnership with Liberty Media and Formula One to air a weekly podcast on the goings on in the sport including exclusive news and interviews, which will be called 'Beyond The Grid', as the American organisation continues its evolution of F1's branding.
The podcast will include interviews with major figures in the sport, with four-time world champions Lewis Hamilton already announced as one of the guests during the 52-week run of the show.
Rob Proctor, chief executive of Audioboom, believes fans of the sport will benefit from the new form of media.
"I am delighted to announce this partnership with Formula 1® which brings together Audioboom's deep creative skills and an engaged global audience," said Proctor.
"This agreement further illustrates our commitment to co-produce content and to sell media with the world's leading brands to create exclusive and compelling experiences for our listeners."
Since taking over the sport at the beginning of last year, Liberty Media have continually stated that their intention is to modernise F1 and, more specifically, allow fans to engage more with content digitally and online.
In 2017, F1 was the fastest growing sport brand on Twitter and enjoyed not only an increase in online interest and activity, but in television viewers also.
Third-party podcasts currently exist through various online publications, but 'Beyond The Grid' will be officially partnered with Formula One, and will be available on Audioboom, Apple Podcasts, Spotify, GooglePlay, Deezer, TuneIn, and Stitcher.