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WhatsApp scores first sports sponsorship deal with F1's Mercedes Team

Posted : 20 November 2023
Meta-owned messaging app WhatsApp has secured its first sponsorship deal in the sports world with a multi-year agreement with the Mercedes F1 team. Mercedes fans will receive exclusive content, including updates during races, through WhatsApp's channel feature.
 
The financial details of the deal were not disclosed. Mercedes had already been using WhatsApp regularly for communication within the team, and the partnership will highlight the messaging app's channel feature, allowing exclusive content for the team's followers. Mercedes' WhatsApp channel, opened in September, has already garnered over 650,000 followers.
 
WhatsApp, acquired by Meta in 2014 for $19 billion, is widely used globally, but iMessage is more popular in the United States. Mercedes' team manager, Toto Wolff, emphasized the reliance on WhatsApp for coordination, communication during races, and organizational support, even before the sponsorship deal.
 
The messaging app's channel feature, where responses are limited to emojis, will play a key role in delivering exclusive content to followers. WhatsApp's two billion users will now have access to updates and insights from the F1 team during races as part of the newly formed partnership.

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