Paramount and Ten executives hosted client, media, and agency partners in the Paramount suite across the weekend’s Australian Grand Prix – tucked between the chairman’s suite and the Kick Sauber F1 team’s suite, two doors down from Williams Racing’s suite, and right above pit lane.
Inside, wait staff and bar staff donned navy, Paramount-branded boiler suits, an old fuel tank was given a new coat of Paramount life, and a wall of headphones allowed guests to tune in to Ten’s F1 coverage on the many screens dotted around the room.
The Paramount podium
Friday’s festivities were hosted by Ten presenter Angela Bishop, and featured appearances from Top Gear hosts Beau Ryan, Blair Joscelyne, and Jonathan LaPaglia – who revealed the show will launch on Paramount+ in May – and former F1 team principal and Ten commentator Guenther Steiner.
Chief sales officer Rod Prosser worked the room, as did general manager of ad sales Nick Bower.
The Top Gear co-hosts with Angela Bishop
Steiner in conversation with Bishop
The McLaren suite, just down the hall
The boiler suit
Outside, meanwhile, the large Paramount+ activation attracted Teenage Mutant Ninja Turtle, Top Gear, and Halo fans. In the Teenage Mutant Ninja Turtle tunnel, fans could create graffiti on a large screen, while Halo fans – the season two finale has just dropped on Paramount+ – could experience the action up-close in an oversized helmet.
The Top Gear car was also on display, tempting fans to enter a competition to go for a hot lap in the vehicle at the show’s upcoming launch event.
A year ago, Paramount+ became an official partner for the 2023-2024 season. The partnership involves Paramount characters and content coming to life at F1 events in Fan Zone areas, plus on-track and trackside signage and branding.
Paramount and Halo branding visible along pit lane
The deal did not encompass broadcast rights. In Australia, Ten has been the broadcast partner for the F1 for over 20 years, but in the US, for example, ESPN retains the broadcast rights until 2025.
At the time of inking the deal, Marco Nobili, executive vice president and international general manager of Paramount+, said: “I am confident this partnership with Formula 1 will continue to support our growth globally.
“Becoming an official partner of Formula 1 means bringing the Paramount+ brand and all our characters to life for hundreds of millions of fans worldwide. Through this global deal the worlds of motorsport and entertainment will come together, resulting in powerful storytelling opportunities on and off the grid.”
Last week, Beverley McGarvey was confirmed the solo lead for AUNZ following Jarrod Villani‘s departure. She will report in to Nobili.