Category Archives: Social Media

Formula One: Arm the Sprinklers!

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Formula One returns to Paul Ricard this weekend for the first French Grand Prix in twenty years. The legendary circuit redeveloped in the early 2000’s under the guidance of former CEO Phillipe Gurdjian, has in recent years become a venue of choice for Formula One tyre development testing and was the logical home for the return of Formula One to its spiritual home of France.

Redevelopment of the Paul Ricard circuit was initially focused on the venue hosting racing testing and development programmes. Succesful completion of this objective came in the form of the FIA awarded the circuit as First Centre of Excellence for Motor Sport Safety. This recognition comes in part due to the layout of the circuit, it’s approach to run off areas and ability to sustainably simulate dynamic weather situations. As mentioned in an early article here on JWGP available here.

Whilst the venue’s approach to vehicle safety, through large tarmac covered run-off areas, perfectly lends itself to performance testing, minimising the risk of a driver being penalised for on-track errors and will likely lead to teams pushing the boundaries of track limits throughout the Grand Prix weekend. Coupled with this, the current philosophy surrounding Formula One aerodynamics have left many well informed observers to suggest overtaking will be somewhat of a challenge through the race:

With this in mind Formula One is at risk of a fourth successive event in which on track excitement looks set to be minimal. But worry not, there is a solution! As mentioned the Paul Ricard HTTT (High Tech Test Track) has a visionary trick up its sleeve, under the guidance of previous circuit owner Bernie Ecclestone and more recently his ex-wife Slavica, the circuit has an inbuilt sprinkler system.

The system is capable of simulating a multitude of wet weather scenarios at the touch of a button. Formula One returning to France and Paul Ricard offers owners Liberty Media the ability to bring to life the long-promised proposal from Mr Ecclestone to spice up Formula One through the use of sprinklers! (check out some of  his other proposals here)

Of course, with no announcement of such trial being made prior to the race weekend, Liberty Media will have to manufacture a scenario in which the magic sprinkler system can be activated by mistake thus creating global media coverage for an otherwise uninspiring event.  Winne Harlow, what are you up to this weekend? 😉

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Formula One: Ricciardo Uncovered

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In the aftermath of the 2018 Azerbaijan Grand Prix, which saw Aston Martin Red Bull Racing teammates Daniel Ricciardo and Max Verstappen collide after a race long battle for position, many questions have been raised as to how the team should respond and what happens next. When contemplating the options moving forward, opinions and viewpoints aren’t always based on a fair representation of a situation or the individuals involved.

Opinions and judgements from fans and in many cases the media as to the temperament and character of a driver are more often than not based on 2-3 minute sound bites from drivers over a race weekend. It is easy to build a false impression of a driver and their perspective on issues.

Over the past 12-24 months, long-form interviews in the form of independent podcasts have grown significantly in popularity, offering a platform for individuals to offer a greater level of insight into their personalities and what makes them tick. Earlier this year Natalie Pinkham launched her own series of podcasts “In the Pink” with Daniel Ricciardo being one of the first guests.

Recorded ahead of the 2018 season, the interview covers everything from his upbringing in Perth, his almost entirely trouble free, save for a small incident with superglue, school life, to his taste in music, and self-belief. When fans seek to understand the man behind the smile, and what may or may not be going through his head following the incident in Baku, they would do well to listen to this podcast.

It would be great to see other drivers follow Ricciardo’s lead and sit down for an hour or so to record an hour ‘in the Pink”!

To download Daniel Ricciardo’s’ interview with Natalie Pinkham or subscribe to ‘In the Pink’ on the Acast network follow this link.

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Formula E: Championship leaders Techeetah announce major new partnership with Dragon Inc

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Ahead of the 6th round of the  ABB FIA Formula E Championship coming from Punta del Este, Championship Leaders Techeetah have announced a major new partnership with Blockchain platform provider Dragon Inc.

The partnership will see Dragon branding feature prominently on the side pods of the four TECHEETAH race cars, garage, race wear and drivers’ helmets.

Speaking on the announcement Paul Moynan, Dragon Inc. Co-Founder commented: “Dragon Inc. is pioneering a new era of blockchain and entertainment while Formula E is leading the electric revolution across motorsports, it is only natural that both come together for a ground-breaking collaboration. Both Dragon and TECHEETAH are applying technologies that are reinventing their respective industries. We seek to support one another not only in the sharing of technology but by bringing a greater awareness of the benefits to the world stage. Being a former Royal Marine Commando, I’m taught to lead by example and set our standards high to pave the way for others to follow; the combination of Formula E and Dragon’s blockchain solutions is doing just that. This will be an amazing year for both our teams and by working together we can build something bigger than ourselves,” 

Keith Smout, Chief Commercial Officer for Techeetah added ” We are very pleased to welcome Dragon Inc. to the team. We are constantly striving to bring new and exciting partners on board and with Dragon now joining us we feel that we have accomplished this.  We look forward to helping build their brand and share our aligned technologies as we push for the Formula E Championship,

Further details on Dragon Inc can be found here

Follow Dragon Inc on social media here

Formula E: Raising the Bar in Motorsport Sponsorship

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Season Four of the FIA Formula E World Championship resumes this weekend with the third round in the calendar coming from Marrakesh. As the first major motorsport event of 2018, now is a good time to reflect on the success of the championship and explore how Formula E’s approach to partners is changing the face of motorsport sponsorship.

As motorsport goes, Formula E is a Championship still very much in its infancy. When considering the achievements of the championship, this fact is something many forget. Over three seasons Formula E has established a global audience in excess of 200M, this compared to Formula One which using the same metrics reported an audience of 350M across 2017 is hugely impressive. On average, Formula E appeals to a younger audience, with a gender split whilst still leaning towards males is far more balanced than any other form of motorsport. The city-centre, single day format has proven successful, as have affordable ticketing policies. Attendance of an ePrix is successfully positioned as a family event.

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The level of manufacturer support Formula E has achieved since its inception has exceeded all expectations. Championship management targeted 4-5 OEMs to have committed to the championship by season five. With DS, Jaguar, NIO, Mahindra, Audi, Renault (set to run as Nissan from next season) Venturi, BMW, Mercedes, and Porsche now involved, the championship finds itself in the position of having the most manufacturer-backed entries in any form of motorsport. Of course championship management acknowledge manufacturer support is cyclical, but Formula E represents a unique platform for manufacturers to showcase Electric Vehicle technology in a cost-controlled environment. The appeal of the championship goes beyond racing, Formula E gives manufacturers access to an audience demographic they would otherwise struggle to connect with. There is every reason to expect the current level of manufacturer support to be sustained.

Season Five will see the most significant change in the championship to date. In a bid to keep team costs under control, Formula E limits the development of components on a season by season basis and in some cases mandates the use of standard equipment across all teams. Through season five, two of the most significant standard elements will be upgraded, in the battery and the car itself. Whilst both elements will remain standard items, significant improvements in battery technology will remove the requirement for a mid-race car change, alongside delivering a sizable increase in performance. With the new car, Formula E promises to amaze fans with a futuristic design incorporating FIA mandated cockpit safety structures in a fully integrated design concept. The new look championship promises to leave other forms of motorsport looking old-fashioned by comparison.

Following the lead of Mumm Champagne, long time partners of Formula One including Allianz and Hugo Boss continue to transition towards Formula E. This shift is due in part to the way in which Formula E engages with its audience and has positioned itself at the forefront of the conversation around Electric Vehicles. The technology demonstrated within Formula E is perceived to be of greater relevance to the future of the automotive industry and as a consequence, has positioned itself as a sport which a broad and diverse audience can engage with. Free from shackles of history, the Formula E message evolves with it’s fans. This open and dynamic approach sits well with the marketing teams behind the championships growing list of partners and continues to attract new partners to the sport.

Formula E and its approach to fan engagement has not gone unnoticed.  2017 saw Formula One announce a partnership with premium partner Carbon Champagne. In attempts to build awareness of the F1 – Carbon Champagne partnership, CEO, Alexander Mea has acknowledged taking inspiration from the Formula E podium celebrations. Carbon have already employed ideas such as the use of a DJ to build atmosphere around the podium (as seen at the Mexican Grand Prix), to branding the cool down room and presenting drivers through the crowds to increase visibility. Formula E and its partners have inspired the established brands to up their game to maximize any return on investment.

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Engagement extends far beyond the podium ceremony, for race attending fans the eVillage supporting every ePrix provides an area for championship partners to engage with fans, delivering both tangible sales and the ability to build brand awareness. Formula E encourage championship partners and local partners to embrace the eVillage and its captive audience of fans. Beyond the eVillage is the The EMOTION Club.  Formula E’s unique take on the VIP paddock life experience. In contrast to other forms of motorsport where team and championship guests are hosted in separate motorhomes or paddock buildings, Formula E, through the EMOTION Club, have created a shared environment in which all guests and partners are together, facilitating an environment which truly lends itself to the development of new business to business partnerships and allows guests to maximize their experience from both an entertainment and commercial perspective. Formula E has always been keen to ensure all brands and partners involved with the championship have every opportunity to maximize their position in the sport. Success in this open approach is evidenced by the fact that to date, all partners joining the championship have chosen to renew and extend their commitments.

Another great asset of Formula E is its relationship with the media.  Of course the sport has it doubters and critics, but media reporting from within the championship hold Formula E in high regard. Motorsport will be criticized irrespective of any decisions taken, but Formula E seeks to balance this by engaging with the media, explaining the strategy of the championship, ensuring a feeling of inclusion and community. Many journalists have been a part of the championship from the very beginning, they feel part of the championship and their value in its continued growth does not go unnoticed by championship management.

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With the imminent announcement of title sponsorship of the entire Formula E Championship, Formula E management can be proud of what has been achieved. Formula E continues to outperform rival motorsport championships in terms of its reach and engagement. Founding partners including Qualcomm, DHL, Michelin, and Mumm Champagne continue to be rewarded for their willingness to embrace a new form of motorsport. As the championship grows, so will their return on investment.

Formula One: JB Launches Jenson Button TV!

Following in the footsteps of fellow former World Champion Nico Rosberg, Jenson Button has launched his own YouTube channel to chronicle his adventures post F1.

VLOG001, released earlier today, features Button and his crew heading to Sepang to test the Super GT Honda NSX he plans to race through 2018. Adopting a style similar to that of Jon Olsson, Button offers almost behind the scenes like insights into his life alongside glamour shots coupled with a chilled soundtrack.

Similar to the only professional racing driver I’ve had the pleasure to share a car with, early on in the Vlog, Button demonstrates the true level of respect racing drivers have for the handbrake of rental cars…

Vlogging, similar to blogging, or podcasting allows the host to present themselves to an audience in a way in which they feel most comfortable. Free from broadcast restrictions, hosts control what they share and when they share it. That being said, this being Button’s first post, the extent to which he posts content through his channel and the amount of his daily life he chooses to share remains to be seen.

Similar to Nico Rosberg’s YouTube Channel, Button’s motive behind this level of engagement isn’t overtly clear. Fan’s will appreciate the access and the feeling of inclusion, beyond this, as Jon Olsson will attest, developing a following in the Vlogging space can prove extremely lucrative and facilitate the fulfilment of the most unthinkable personal goals. (check out Jon Olsson’s Youtube Channel here for more)

Subscribe to Jenson Button TV here

Enjoy Mr Snow!

Formula One : The Future of Pirelli in F1

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Pirelli returned to Formula One in 2011 as the sole tyre supplier and official championship partner. Pirelli, founded in Italy, recently acquired by ChemChina, joined the championship with a clear mandate from Formula One Management to ‘spice up the racing’ through the development of a range of tyre compounds with significant performance variables and accelerated levels of degradation. Initially, this new philosophy around tyre performance at the pinnacle of motorsports was well received with a positive response from fans and media around a new element of unpredictability surrounding an F1 weekend.

However, as teams and drivers adapted to the Pirelli approach to tyre compound chemistry, car set up and driving techniques evolved to minimise the challenges the tyres presented. This led to increasingly aggressive approaches to performance and degradation levels in tyre development culminating in the “challenging” 2013 British Grand Prix in which teams were supplied with tyres which were not capable of performing at the levels required. The result of which was a race which saw numerous failures throughout the field and a strategic re-evaluation from Pirelli.

In the seasons since 2013, Pirelli has maintained the vision of producing a range of compounds with varying levels of performance and high levels of degradation but with a more conservative approach. The result of this restraint has been races in which teams and drivers focus on tyre management over performance, understanding the optimal approach to a race has often been to extend the life of a tyre rather than push it to its limit. As such, in recent seasons, drivers have rarely complimented the performance of Pirelli’s efforts over a Grand Prix weekend.

Creating positive media coverage in a sole supply situation will always be a challenge. Since there is no competitor to beat, victory becomes the default leaving the only newsworthy coverage that of failure.  In such an environment it can be a challenge to understand how Pirelli quantify benefits from its sponsorship of Formula One. Over seven seasons they have developed a reputation for producing tyres with excessive degradation and minimal differentiation beyond coloured side walls. Would an F1 fan seriously consider buying Pirelli tyres for their own car based on how they perform in Formula One?

So where does this leave Pirelli?

At the end of each season, Pirelli produce an end of year summary detailing all every fact and figure imaginable around; corning speeds, top speeds, lap times, number of overtakes, number of compounds used by each driver and the figure which stood out to me the most, the number of sets of tyres produced in a season.

In 2017 Pirelli produced 38,788 sets of F1 tyres, which equates to approximately 3,258 tons of tyres. Of these, only 12,920 sets (1,085 tons of tyres) were actually used. This means two-thirds of F1 tyres produced in 2017 were never raced and simply destroyed. Whilst Pirelli makes it clear all tyres were recovered, a system in which such a vast number of tyres are produced and shipped around the globe and never used is hugely wasteful and frankly embarrassing for both the manufacturer and the sport. The strategy of an ever-increasing range of tyres being made available for a Grand Prix weekend has resulted in the requirement of an inefficient and cumbersome supply chain. Something which will only increase in 2018 with further tyre compounds and team selection freedoms being added to the Pirelli ‘menu’.

In recent years Michelin, a leading industry competitor, have repeated statements that the current philosophy of Formula One around the use of tyre degradation as a key variable in racing, is of limited strategic merit and is not in keeping with how they believe tyre technology should be presented in motorsport. Instead, Michelin has focused their efforts in Formula E and the World Endurance Championship, showcasing innovations around all-weather tyres, low profile tyres (18-inches, compared to the 13-inch profile used in Formula One), and minimal degradation allowing competitors to push the performance of a tyre throughout an event.

Increasingly Formula One and its regulations are focused on reducing unnecessary waste. limiting fuel use through a race, and limiting the number of power units available to a team through a season. This focus on efficiency appeals to existing OEM’s in the sport including Mercedes, Renault, and Honda, and again sits in contrast to the wasteful and confusing approach mandated to Pirelli. For the 2018 season there is no longer any opportunity for Pirelli to change their approach to racing, but with minimal technical regulation changes set for 2019, perhaps the management of Formula One should look to change the conversation around Pirelli’s role in F1 and encourage the manufacturer to innovate relevant style.

For 2019, perhaps Pirelli should look to consider a simplified approach to tyre compounds, produce tyres with increased variance in performance yet minimised levels of degradation, and adopt 18-inch low profile tyres, enabling the end user to better relate to the product they see racing on a Sunday.

It is understood 2019 is the final season of Pirelli’s current agreement with Formula One. Without change, will it be their last?

Formula One: Underestimate me at your peril – Marchionne to F1

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Underestimate me at your peril. The resounding subtext pointed in no uncertain terms towards Chase Carey and Formula One from Sergio Marchionne at the launch of Alfa Romeo’s title partnership relationship with the Sauber F1 Team this weekend. 

The long rumoured return of Alfa Romeo to Formula One with the Sauber F1 Team was finally confirmed earlier this week. The announcement of the return was closely followed by an invitation to the worlds motoring media to attend a press conference in Milan. On the face of it, the objective of this event was to confirm 2018 Sauber F1 Team drivers Charles Leclerc and Marcus Ericsson with Antonio Giovinazzi taking on a 3rd driver role and to unveil the 2018 livery theme. What transpired was a master class in negotiation from Chief Executive Officer of Fiat Chrysler Automobiles (FCA) Sergio Marchionne.

After a period of observing, tinkering, and to some extent grandstanding, the final races of the 2017 Formula One season have seen Liberty Media begin to share their vision for the future of Formula One. Until now, key protagonists set to be impacted by this vision have largely kept their views to themselves or at least limited opinions to isolated sound bites. Sergio Marchionne and FCA, have now firmly stuck their head above the parapet to makes themselves and their views clear for all.

Elaborate team and sponsor launches are something which for many had been consigned to the history books with the vast majority of team unveiling now taking place minutes before pre-season testing on a chilly pitlane in Barcelona. Yet this weekend saw the team finishing plum last in the championship host over 400 media representatives from all over the world at the Alfa Romeo Museum situated just outside of Milano launch a sponsorship less than one week after the end of the season. With media from the US being flown in First Class with 48 hours notice, it would be conceivable to say that the budget of this single event exceeded the marketing and activation budget of the team for the entire season. Sergio Marchionne wanted an audience for his message, and he wanted his audience to leave the event singing his tune.

In addition to the media contingent, Sergio Marchionne and FCA invited newly reappointed FIA president and former Scuderia Ferrari Team Principe Jean Todt to attend and speak at the event, alongside Formula One CEO Chase Carey, with Sauber F1 Team owner Pascal Picci. So with the stage set, Sergio Marchionne opened the event, in Italian, focusing on the great news of Alfa Romeo returning to Formula One. This was followed by Mr Todt waxing lyrical about the passion of the brand and its significance with motorsport. Chase Carey then took to the stage to applaud FCA for bringing Alfa Romeo back to Formula One, he acknowledged their history in the sport and spoke of his enthusiasm for their return. Then the big reveal, driver line up confirmation and an indicative view of the team livery.

What followed was pure mastery. Sergio Marchionne returned to the podium for a few more words. In the space of 10 minutes, he politely panned the Michael Buffer COTA show, make clear FCA & Ferrari did not want to be part of a ‘dumbing down’ of Formula One, asserted the sport should be focused on technology over entertainment, and what could be the knock out blow, “our partnership with Sauber is until 2021, if we don’t like the direction the sport is taking at that point, we will leave and we’ll take them with us”

This rhetoric was delivered not only to a room full of media, but squarely at Chase Carey seated directly below the rostrum at which Sergio Marchionne made his speech.

Following this, team owner Pascal Picci and team principle Frédéric Vasseur returned to the stage for an open Q&A session. I would not like to suggest any questions were ‘planted’ but the position of FCA strength ahead of any negotiations with Formula One over the future of the sport was highlighted at every available opportunity.

Of course, Chase Carey and Liberty Media did not get to where they are today by chance, I have no doubt they have more than a few tricks up their sleeve as they head into negotiations with Formula One teams over the future of the sport. Sergio Marchionne has simply set the tone of future discussions and made it very clear he is more than happy for any discussion to be made in full view of the media and the Formula One fan.

Formula One: Improving the Show – Tune in to the #USGP Early!

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If you’re the type of Formula One fan that likes to tune into Race Day coverage 5 minutes before the start having grown tired of former driver pundits sitting on the fence over pre-race predictions, you might want to make an exception for today’s US Grand Prix.

As Formula One Management continue to evaluate new ways in which to engage with fans, one focus of this weekend is a plan to “showcase the talent”. Formula One drivers, with a few notable exceptions, have long been criticised for lacking personality and not engaging with fans. Formula One Management plans to start to address this in the build-up to the US Grand Prix this weekend with a new addition to the Show.

WWE legend Michael Buffer has been drafted in for the race and will announce each of the drivers as they take to the grid ahead of the race. At this time, it is unclear what format this will take, and how driver introductions will be incorporated into the pre-race schedule, but if Buffer’s profile in WWE is anything to go by, an approach of ‘Go big or Go home’ will be on the agenda. Perhaps in a bid to inspire drivers to come out of themselves in their introductions, Usain Bolt, who bought showmanship to the world of athletics, is a guest of Formula One Management this weekend at the Grand Prix, no doubt he’ll be offering advice to a few of the drivers less comfortable being the centre of attention. Can you imagine the likes of Pascal Wehrlein mimicking Usian Bolt’s classic moments seen here:

One driver likely to thieve in this feature of an F1 race will be Daniel Ricciardo, never afraid to out his personality out there for the world to enjoy:

For drivers still looking for inspiration for the big roll call, perhaps they should check out these classic moments from WWE. Will Formula One management open a social media poll for the best introduction?

Another key point of interest in the build-up to the USGP will be the actions of drivers during the National Anthem, and rather than read about the actions of any driver in a post-race write-up, fans would do well to watch for themselves and hear the rationale for any actions directly from the drivers.

Should any driver elect to take a knee or simply not attend the National Anthem ceremony ahead of the Grand Prix, there are two key points to remain mindful of. First, the process of drivers coming together at the front of the grid to collectively pay respect to the National Anthem of the country in which a Grand Prix is taking place was actually only introduced in 2014 at the request of Russian Grand Prix officials. It is not a long-held tradition within the sport. Secondly, Sebastian Vettel’s reprimand for missing the start of the Japanese National Anthem 2 weeks go set a precedent for other drivers. If a driver misses the National Anthem or behaves in a manner outside of the recommended procedure they can expect a reprimand and penalty points. Armed with this knowledge driver’s can make an informed decision around how to present themselves ahead of the Grand Prix with team’s well positioned to define a rational penalties with a precedent having been set.

So, if for no other reason than to hear the voice of Michael Buffer and to see Daniel Ricciardo throwing some magnificent pre-race shapes. Every F1 fan should take the time to tune into today’s pre-race show, Live on Sky Sports and Channel 4.

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The three P’s of Formula One: Points, Penalties and Prizes – Paddock Magazine

The 2017 Italian Grand Prix served to highlight once again that current Formula 1 regulations around grid penalties for exceeding…

Source: The three P’s of Formula 1: Points, Penalties and Prizes – Paddock Magazine