Streaming audio platform TuneIn has forged an agreement with Formula 1 to make game day race coverage available to its premium subscribers in North America.
The deal allows audio streamers in the United States and Canada with a premium TuneIn subscription to hear every practice, qualifier and race of the 2023 FIA Formula One World Championship.
The agreement comes in the middle of the Formula 1 season, which began in March. Prior to this week’s agreement, Formula 1 races had been exclusive to SiriusXM satellite and streaming radio.
“Formula 1 is the most prestigious racing competition in the world,” Kevin Straley, the chief content officer at TuneIn, said in a statement. “This partnership drives home the fact that TuneIn is devoted to giving our loyal listeners and generations of diehard sports fans access to not only premium sports content in general, but premium motorsports audio coverage with the addition of F1 alongside NASCAR and IndyCar.”
Formula 1 has been looking at ways to reach new audiences in North America as interest in the sport has accelerated over the last few years.
“As Formula 1 has expanded its footprint in North America over the last five years, we have seen the development of a passionate fan base, especially in Canada and the U.S., who want to follow F1 wherever they are,” Ian Holmes, the director of media rights and content creation at Formula 1, said on Monday. “This partnership with TuneIn, along with other audio arrangements we have in the territory, highlights our commitment to utilizing different platforms and media to broadcast F1 to as broad and diverse an audience as possible.”
TuneIn streamers will be able to access Formula 1 audio content with a premium subscription, which costs $10 a month.
In addition to Formula 1 coverage, TuneIn users have access to audio from Premier League soccer matches, National Football League games (outside U.S. only), Major League Baseball, and sports-related content from Bleav.