The 2024 Miami Grand Prix: Reaching Fans Beyond The Circuit....
With Formula 1 being a global tour, it means only a certain fan can access the live event, for fans all over the globe to feel connected, there are a number of strategies F1 should implement...
Happy new week,
Yesterday marked the close of the third edition of the F1 Crypto.com Miami Grand Prix. Lando Norris added his name to the list of Formula 1 race winners with a sensational breakthrough victory beating previous two time winner Max Verstappen.
During the Grand Prix weekend, a number of brands host an array of brand activations, dinner parties, private parties and VIP experiences for their customers. The Grand Prix is more than a race; it is an experience. Formula 1 is a traveling spectacle - in a season racers, and spectators, travel across 21 countries in five continents. And wherever a Grand Prix takes place, Formula 1 wants attendees to experience the art, the culture, the food and entertainment the city has to offer.
With Formula 1 being a global tour, people from all around the world can access their events, but this also makes it extremely challenging for the everyday fan to attend, due to the flights, accommodations and ticket expenses involved. Digital and social media content serves as the conduit to ensure that people from all corners of the globe can feel connected regardless of their location, given its affordability or even free availability.
For new Formula 1 owners, Liberty Media, approaching Netflix to commission the “Drive to Survive” series was a great strategic decision for F1 to reach audiences beyond the traditional motor-sports fan. Although Gen Z favour short-form content, combining unseen content and quality storytelling is a sure way to hook them in. Research by Nielsen Sports found that 73m new people claimed interest in F1 the following 12 months after the release of Drive to Survive. 77% of those new fans were aged 16-35 which now represents 46% of F1’s interest pool.
Our research from our Gen Z Report shows that player first fandom is on the rise, with fans becoming more invested in individual players rather than the teams they’re part of. As Formula 1 is less team centric than most sports, fans are more interested in the driver rather than what team they drive for. This generation's first approach to fandom means that they want to see more about the drivers hence why series such as a Drive to Survive was a smash hit. Drive to Survive was able to satisfy this generation's craving for more information on the lives and back stories of the F1 drivers. Content such as TikTok videos, Snapchat stories, Instagram reels or lives, where fans are able to get behind the scenes access, personal insight into the personal lives of their sporting heroes and recounting iconic moments creates a more emotional connection between fans, athletes and the sport as a whole.
Content is a great touch point for Formula 1 but statistics also state that 61% of Gen Z fans prefer watching live sporting events with friends and family, emphasising the growing influence of community in sports engagement. Watch parties and dedicated fan zones are on the rise and, as a result, fans are able to enjoy sporting moments together and emulate a live experience without actually being there. Additionally, Formula 1 opened up the F1 Arcade, an in-person entertainment centre that hosts events where fans can watch practice sessions, qualifiers and the Grand Prix while also being able to participate in simulation driving.
With a sports heavy summer ahead, other sports should factor this into their marketing strategy. Sporting organisations and brands can bring communities and give a feeling of shared passion through local activations. In an era where digital technologies connect us globally, there's an increasing hunger for authentic, local experiences. Hyperlocal activations ensure that sporting moments remain deeply rooted in the communities they serve, creating lasting memories and strengthening bonds that endure long after the event ends.
Sporting brands and organisations should consistently strategise on developing content that fosters a sense of connection for audiences worldwide, while also implementing local activations to forge deeper bonds with fans in various communities.
Have a good bank holiday!