F1 to develop new entertainment model for Chinese racing fans

Formula One inked a multi-year partnership with marketing and advertising agency Virtual Real Management (VRM) to develop a new entertainment model for Chinese fans.

The events they would offer will take place both and virtually.

The pair will provide guests with pre and post-race activities, which include briefings, hot laps, driving courses, and competitions.

Formula One and VRM will also host immersive hospitality events in China, including virtual appearances from previous Formula One drivers, for fans to engage with as they watch Formula One races live.

Juan Marí Guillot, CEO of VRM, credited their technology in being able to open exclusive new windows for Formula One to global or local brands in China.

Guillot added that they aim to offer a unique experience in the lives of Formula One fans with the use of their technology and brands.