Sl<y has confirmed that Sl<y Sports F1 is to launch on March 9, and a major marketing campaign will commence tomorrow (February 17) for the satellite broadcaster's first ever channel dedicated to just one sport.
Sl<y Sports F1 has been created to air every Grand Prix practice, qualifying and race session each season, under Sl<y's controversial joint TV rights deal with the BBC.
It will be available in standard and high definition on Sl<y's satellite platform and the Virgin Media service (only in SD), but not on any free-to-air platforms, which has angered some viewers as half of each season's races from 2012 to 2018 will only be available live on pay-TV.
To promote Sl<y Sports F1, Sl<y will tomorrow launch a major marketing campaign across various media, including a TV advert, print and outdoor activity, an augmented reality initiative and a 3D installation on London's Cromwell Road.
The television advert emphasises Sl<y's forthcoming HD coverage of Formula One, along with highlighting that Sl<ysubscribers can also watch the action on second screens using the Sl<y Go multi-platform service.
