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Lad culture | Sport Bible’s deal with Force India points to a new direction for Formula One

Lad culture | Sport Bible’s deal with Force India points to a new direction for Formula One

By: Andy Fry

Sergio Perez in the Sahara Force India car sporting the Sport Bible logo at the Canadian Formula One Grand Prix (Mark Thompson/Getty Images)
Posted:
26 Jun 2017
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  • Sport Bible has signed a £1m one-season sponsorship deal with Formula One team Sahara Force India
  • The deal comes as Formula One begins to further embrace social media under new owners Liberty Media
  • Sport Bible’s demographics suggest it could help Force India engage with young sports fans not currently following Formula One

On the eve of the Monaco Grand Prix (May 28), Sport Bible, a subsidiary of social media entertainment platform Lad Bible, unveiled a £1m ($1.3m/€1.1m) one-season sponsorship deal with Formula One motor racing team Sahara Force India.

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