Advanced Television

F1’s Aston Martin signs TikTok deal

July 19, 2021

TikTok has announced a new partnership with the Aston Martin Cognizant Formula One Team (AMCF1), as the social media platform becomes the organisation’s Official Creator Partner.

The partnership will see AMCF1 working with both TikTok’s in-house creatives and the platform’s own creative community to explore new ways to engage with the AMCF1 story – including exclusive social content on the team’s brand-new TikTok account.

The TikTok logo will now feature prominently on the AMCF1 car on the driver’s headrest and inner Halo.

Rob Bloom, Chief Marketing Officer, Aston Martin Cognizant Formula One Team, commented: “We’re absolutely delighted to be partnering with TikTok – a world-class content platform where we can further disrupt and innovate socially. At Aston Martin Cognizant Formula One Team, we’re massively invested in developing and growing the contribution of the fans – and we know they’re becoming increasingly adept at building uniquely spun narratives around the teams and drivers they love. And, naturally, TikTok is the perfect home for this. At the heart of the brand’s ‘I/AM’ campaign is a spirit of co-creation – inviting fans to bring their thing and build this exciting new era together. Similarly, TikTok is built on the foundations of its Creators. In addition, there’s a feeling that creator-driven content within the sport still remains relatively untapped – working together, we can really galvanise the team’s passionate and inventive fan community to build a legacy of landmark social content across the TikTok platform.”

Harley Johnson, Sports Marketing Lead, TikTok EMEA, added: “We’re really looking forward to partnering with Aston Martin Cognizant Formula One Team to develop and enhance creator-driven content to bring the fanbase to life in new and fun ways. This partnership further expands TikTok’s growth within the sports industry and gives us a fantastic opportunity to develop the platform and grow a new audience. We’re excited by the way AMCF1 has already developed its social channels, placing the fan at the centre of the experience, and we think the growth of its new TikTok channel will see further new opportunities as it deepens its relationship with not only TikTok, but talented and inspired creators; helping to drive new perceptions of the sport amongst both current and future audiences.”

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