News UK's video marketplace company Unruly has sealed a new global partnership deal with Formula1.com, the official online presence of the FIA F1 world championship.

The partnership means Unruly is the exclusive supplier of outstream video advertising across the entire Formula1.com website.

Formula 1 is the most watched annual sport globally, with 21 races in 21 countries across five continents and broadcast in nearly 200 territories worldwide.

The media and entertainment brand has a cumulative audience of 1.76b viewers and receives more than 506m unique viewers, including a UK reach of 27.73m.

Commenting on the partnership, Unruly COO Kenneth Suh said: “The F1 audience is both enormous and enormously passionate, and that makes it the perfect platform for advertisers to reach a highly-engaged audience. We’re thrilled to welcome F1 to Unruly’s family of premium, brand-safe publishers.”

Frank Arthofer, director of digital and licensing at Formula 1, said: “Unruly’s polite ad formats and commitment to brand safety make it a natural partner for a premium sports brand like F1.

“We look at everything through the eyes of our fans, and the F1 audience expects a high-quality experience across our live and TV broadcast