NEW YORK: Formula 1 has teamed up with Will Smith’s production company Westbrook Studios to initiate a new broadcast entertainment initiative that will bring together A-list celebrities and the F1 racing circuit.
The initiative, which will see celebrities do pre-filmed stunts and challenges, as well as live performances set around F1 Grand Prix weekends, could hit screens by 2020.
The deal came about following an episode of Will Smith’s The Bucket List, a reality show that screens on Facebook Watch and which Westbrook produces, in which Smith and his son Trey competed in a one-on-one race, helped by five-time Formula 1 world champion Lewis Hamilton, at the Abu Dhabi Grand Prix.
Sean Bratches, managing director – commercial operations, said: “As we continue to build F1’s entertainment and content offering, partnering with Will and Westbrook and the team at Apollo is an amazing opportunity to attract even more star power to F1 and the Grands Prix around the world, engaging with an even wider audience.”
Smith said: “I’ve always been a massive fan of the Formula 1 world and fell even more in love with the sport while shooting an episode of ‘Will Smith’s The Bucket List’ with Lewis Hamilton at last year’s Abu Dhabi Grand Prix. F1’s commitment to creating engaging and inspiring content for its fans mirrors our mission at Westbrook Studios. The synergy of our storytelling is undeniable, and I’m excited for fans to join us on this wild ride.”
For Formula 1, owned by Liberty Media, the collaboration is a bid to attract new fans to the sport, as well as deliver deeper engagement for long-time viewers.
Smith will be executive producer on the project through Westbrook, which he founded last year together with his wife Jada Pinkett Smith, Miguel Melendez and Kosaku Yada.
Westbrook Studios will produce the project in association with Apollo World Touring, under license from Formula 1.
