Formula 1 Partners with Fortnite for New In-Game Content

Formula 1 is diving into the world of Fortnite with a new F1 Cosmetic Team Set, bringing all ten teams into the popular video game. This collaboration marks a significant step for F1 to reach new global audiences.

Why it matters:

F1's partnership with Fortnite is a strategic move to engage millions of gamers worldwide, introducing them to the sport in an environment they already love. By appearing in unexpected places, F1 aims to expand its fan base beyond traditional motorsport enthusiasts and connect with younger demographics.

The details:

• Starting Thursday, November 20th, just before the Las Vegas Grand Prix, the "F1 Cosmetic Team Set" will be available in Fortnite.
• The set includes outfits, gliders, and pickaxes, each featuring the distinct design of all ten F1 teams.
• Players will also get official Formula 1 Back Bling and an exclusive emote to celebrate their Battle Royale victories.
• The in-game items are visually inspired by the current F1 racing teams.
• Strategic Expansion: Emily Prazer, Chief Commercial Officer of Formula 1, emphasized that this partnership is part of F1's obsession with finding new and exciting ways to reach audiences and integrate the sport with their other passions.
  • Prazer highlighted Fortnite's history of collaborations with major brands, sports stars, and TV series, expressing excitement that this integration will allow players to engage with F1 365 days a year.
• This isn't F1's first foray into Fortnite; in 2023, Epic Games collaborated with Lewis Hamilton, making him a playable character available in the game store.

What's next:

This collaboration signifies F1's ongoing commitment to innovation in fan engagement. By continuously exploring new platforms and partnerships, F1 is positioning itself as a modern, accessible sport eager to connect with diverse global audiences. Expect more ventures into the digital entertainment space as F1 continues its drive to attract and retain a new generation of fans.