MUMBAI: Universal Music Group International and its joint venture company All The Worlds has signed an agreement with Formula One Administration creating F1 ROCKS, a new global entertainment platform.

F1 ROCKS fuses the world’s most popular annual sporting series with the iconic music stars for F1 and music fans alike. At the core of F1 Rocks is a series of multi-artist live music events from Formula 1 race locations around the world.

The combination of live performances from the world’s biggest acts together with stars from the world of movies, sport and fashion will create TV shows & Digital content that will be broadcast and streamed to a global audience.

Universal Music Group International chairman and CEO Lucian Grainge said, “The partnership between the world’s most thrilling sport and the world’s biggest music company is one of the most exciting entertainment initiatives to be launched anywhere. The combination of music, megastars and motor sport will create a groundbreaking, all-new entertainment spectacular, channelled through the multiple platforms open to our two global brands. I’m very much looking forward to working with Bernie. He had the imagination to see the potential in F1 Rocks from the very beginning, and we want to make it a huge success on a global scale."

Formula One Group CEO Bernie Ecclestone added, “I have always said that we are in the entertainment business and this deal marks a new dimension for Formula One. It is the result of many months of discussions with Lucian and I am very pleased we are now ready to go. Universal are the biggest players in the music industry and we have high hopes for what we can achieve together.”