Category Archives: Social Media

Formula One: #5ForTheFans Shell Motorsport & Scuderia Ferrari fan Q&A

As the 2017 Formula One season got underway earlier today, Shell Motorsport & Scuderia Ferrari sat down to answers a series of questions from fans submitted through Twitter to Shell Motorsport. With Kimi, Seb and Shell’s Guy Lovett there is a sense of optimisation coupled with quiet confidence around their 2017 challenge.

Thanks to Guy for answering my question (@jonnywilde) in full and not giving the short response suggested by Sebastian!

Shell Motorsport will run more fan engagement sessions similar to this through the season, follow them on social media to get involved!

Advertisements

Formula E: Omologato join Mahindra Racing

Screen Shot 2017-03-08 at 11.20.33.png

Indian Formula E Team Mahindra Racing have announced a new partnership with British watch manufacturer Omologato. This new partnership will see Omologato branding feature extensively on the M3Electro, on drivers Nick Heidfeld and Felix Rosenqvist’s gloves and within the team environment with Omologato wall clocks.

Within the partnership Omologato have  designed a unique Mahindra Racing timepiece collection, which can be found here. Omologato believe “everyone should have a watch with a story” as such they have positioned their products at a price which the everyday motorsport fan can afford. Omologato and Mahindra Racing set out to engage with their fans and followers with this partnership, combining a mutual passion for motorsport with a desire to pioneer new concepts and enhance awareness of Formula E in new markets.

 

Commenting on the new partnership Dilbagh Gill, Team Principal, Mahindra Racing Formula E Team remarked, “We are delighted to welcome Omologato into the Mahindra Racing family. The Omologato brand is highly regarded in the motorsport community; we both share the same passion for delivering exciting motor racing and heritage to fans across the globe. We look forward to engaging with fans at Omologato events and having their logo on our cars from the next race in Mexico City.”

Shami Kalra, Founder of Omologato added, “We are delighted to become an Official Partner of the Mahindra Racing Formula E Team in one of the world’s most forward-thinking sports championships. We welcomed the challenge of designing these special timepieces for the team to take to iconic cities across the globe. One of our aims at Omologato is to give motorsport enthusiasts the chance to immerse themselves in motorsport, through our chronographs and our #ChronosAndCars events. This exciting partnership will give Omologato fans the opportunity to get closer to the Mahindra Racing Formula E Team.”  

To check out the Omologato Mahindra Racing collection follow this link

Screen Shot 2017-03-08 at 12.20.01.png

 

 

 

 

 

Formula One: Premium partners flock to Force India

Screen Shot 2017-03-05 at 11.37.45.png

Judging by additional branding adorning the VJM10 and partnership announcements in the off season,  plaudits surrounding Sahara Force India’s forth place finish in the 2016 Formula One Constructors Championship have extended far beyond the commentators and fans.

With an increasing number of leading teams in Formula One struggling to secure new partners Force India are bucking the trend. The teams ability to attract new partners can be attributed in part to their success on track, but perhaps of more relevance, the way in which the success has been achieved. It is a well known fact the Force India operate on a significantly lower budget than the majority of other teams on the grid. Rather than complaining about a lack of finances, the team focus there efforts on maximising what they do have. The ratio of investment to performance gain and as a consequence exposure gain is far higher with Force India than with any other team on the grid. No doubt the marketing team of the Silverstone based team use this information as a key factor in presenting to new partners. The approach is paying off!

Diageo, have upgraded their relationship with Force India, increasing branding space and influence on the 2017 livery and shifting the brand they are seeking to promote through the partnership from mass market offering Smirnoff, to premium brand Johnnie Walker.

Innovative premium watch brand Felio Siby have extended their partnership with Force India for a second year, with promises of unique brand activation events through the season.

Screen Shot 2017-03-05 at 11.52.47.png

Hype Energy Drink have expanded their partnership within the sport for the third season in succession. With increased branding on the VJM1o in premium exposure positions.

New clothing partner Farah have joined the team, supplying a unique range of travel wear and fan range to be launched later in the season.

Eye Respect – LDNR eyewear join Force India as the official sunglasses / eyewear partner for the team, taking brand positioning on the wing mirrors of the VJM10

Forex Trading partner FXTM also join the team with branding on the rear sidepod of the car. As forex trading moves into the mainstream Force India have done well to secure a leader in the sector.

With online gambling partner W88.com and digital technology partner Orangebus also joining the team, the Force India marketing team should be more than satisfied with an impressive winter work rate!

Another interesting component of the partnerships Force India have established ahead of the 2017 season is the amount of deals which are customer facing. Increasingly partnerships within Formula One are focused on business to business relationship building or hosting high net worth individuals. Force India are establishing partnerships which incorporate a consumer facing offering. They are achieving this whilst also introducing partners with aspirational product offerings.

Formula One: Erreà Sport joins Sauber

Screen Shot 2017-02-08 at 14.34.50.png

Italian Clothing brand Erreà Sport continue to expand their position in Motorsport in announcing a new partnership in Formula One with the Sauber F1 Team. This multi-year partnership will see Erreà Sport supply the team with all race and travel wear alongside developing a unique range of merchandise for fans of the Swiss team.

Erreà branding will be present on all teamwear clothing as well as the car covers for the Sauber C36-Ferrari set to be revealed later this month. Erreà branding will also feature on the drivers headrest of the 2017 contender and within the team environment.

Speaking on the new partnership Monisha Kaltenborn, Team Principal commented:
“We are very pleased to welcome Erreà on board as an Official Partner to the Sauber F1 Team. A successful family business, Erreà maintains its position as an important player in the competitive sporting goods industry. State-of-the-art manufacturing techniques are the key for success – not only in the sporting goods industry, but also in Formula One. Erreà and Sauber have valuable attributes in common: the ambition to strive for innovation, quality and perfection combine the values that both brands live by every day. We are looking forward to a successful partnership in the future.”

Angelo Gandolfi, President, Erreà Sport Added:
“In Sauber F1 Team, we see a like-minded, ambitious team. We look forward to bringing our experience in the development of unique merchandise and original teamwear design from other sports such as football, volleyball, basketball and rugby to the team. We are tremendously excited to be working with the team as they set out to return to former successes. We are proud to have been selected as a partner to join them on this journey. 2017 will see Formula One race cars look radically different to anything seen in recent years. We look forward to the launch of the Sauber C36-Ferrari and the Erreà brand taking position on what promises to be a dynamic new livery for our Swiss partners. The Sauber F1 Team represents a level of professionalism we have experienced only at the very pinnacle of other sports in which we work. We look forward to launching our first range of merchandise to fans of the team and fans of the sport in the coming weeks.”

For more information on Erreà Sport follow this link

Formula One: Kimi & Seb race across the border!

Whilst some drivers in the F1 paddock will have spent the week between the United States and Mexico Grand Prix relaxing on a beach, Scuderia Ferrari drivers, Sebastian Vettel and Kimi Räikkönen have been working hard on their very own “Top Gear” style race. Working with team partner UPS, drivers were challenged to deliver goods from Austin to Mexico city. Fastest delivery wins!

Dealing with customs, language barriers, and a distinct lack of humour, who will take the crown in the teams first race of the weekend?

Excellent piece of work from the UPS team!

 

Formula One: KIO Networks join Scuderia Toro Rosso

screen-shot-2016-10-27-at-17-17-09
Scuderia Toro Rorro have announced a new partnership with Mexican IT company KIO Networks. At the Mexican GP, their logo will appear prominently on the nose and barge boards of both cars.
Franz Tost, Team Principal commented: “Last year’s Mexican Grand Prix proved to be a great success, providing an amazing show. It’s a real pleasure to welcome KIO Networks on board for this race on their home soil, establishing a good new connection with such a high profile IT company. We look forward to enjoying together what we are sure will be another exciting race weekend for the many passionate fans filling the grandstands here.”
 
Sergio Rosengaus, KIO Networks’ CEO, said: “We are very happy to join forces with Scuderia Toro Rosso, with whom we share the passion for technology, innovation, IT and its high-level performance. We are happy to be associated with a team that, as KIO Networks itself, is daring, challenging and fun. We are sure that Carlos and Daniil will give their best on track and we can’t wait to see them in action at our home Grand Prix, with Scuderia Toro Rosso.”
This partnership will be a great opportunity for fellow Tech partner of Toro Rosso, Acronis to explore possible business to business opportunities. The Mexican Grand Prix paddock will be a buzz with senior leadership in a critical growth market for this industry.
KIO Networks partnered with the Lotus F1 team over the 2015 Mexican Grand Prix weekend.
 

Formula One: Frentzen goes Electric

Screen Shot 2016-10-26 at 10.02.27.png

Formula One legend Heinz Harald Frentzen became one of this first drivers to experience a race prepared Tesla in a test at the Paul Ricard circuit earlier this week.  Frentzen took part in the test as the Electric GT championship continues to prepare for its inaugural season in 2017.

“As a long time owner of this manufacturer it was great fun to drive one of the first race-prepared Teslas, It was a fantastic opportunity to experience the potential of E-racing performance cars. Mark [Gemmell, CEO] and his EGT team are definitely heading in the right.”

Screen Shot 2016-10-26 at 10.02.39.png

The test showed a lot of promise, with the series’ organisers able to better understand the tyres, as well as get an idea of how the car itself will perform following the feedback from Frentzen.

“We were glad to have Heinz-Harald come to the track,” Electric Championship CEO Mark Gemmell said during the presentation of the race car at the Sportel TV fair in Monaco. “Other than the fact he’s a supremely talented driver, he is a fan of Tesla and owns two cars himself, which is great. We were able to meet up and talk him through the championship, before arranging a test drive for him later in the day. He gave us some great feedback.”

Screen Shot 2016-10-26 at 10.02.46.png

The Electric GT Championship is set to get underway in 2017, with Stefan Wilson, Vittoria Piria, Dani Clos and Lellani Münter already confirmed as part of the Drivers’ Selection Club.

For more on the Electric GT Championship head to the series website here

Formula One: Stepping into a VR Future

 

screen-shot-2016-10-24-at-08-46-54

Joining Lewis Hamilton in victory at the United States Grand Prix this weekend was Datu YogaBrata. Winner of the 2016 Tata Communications F1 Connectivity Innovation Prize. Working in collaboration with Formula One Management and Mercedes AMG Petronas, Tata Communications challenges fans of the sport to rethink the way in which Formula One is consumed.

Now in its 3rd year the F1 Connectivity Innovation Prize has seen over 200,000 entries from participants all over the world. This year has seen the competition focus on challenges around fan immersion through Virtual and Augmented reality technology.

Datu’s winning entry  is a live, 360-degree virtual trackside experience that transports fans to the exhilarating world of a Grand Prix. The ultra-immersive VR application is enabled by a group of roaming commentators with wearable cameras, capturing the excitement of the trackside to make fans thousands of miles away feel like they are part of the action. The application also harnesses AR, encouraging fans to collect ‘hidden stars’ at the  trackside, and enabling them to seamlessly glean additional insights on their favourite driver, team car, or anything else they see around them in the virtual Grand Prix environment.

Lewis Hamilton, one of the judges in the process commented  “It is great to be a part of the F1® Connectivity Innovation Prize and to see first-hand fans become part of the F1 action in real time, in addition to watching it on their TV or phone. The winning solution, from Datu YogaBrata gives us a glimpse of what the future of F1® could look like – and how we will be able to share so much more of our race weekend at the track with people at home. I would love it as a fan!”  

Datu YogaBrata said, “There’s no bigger or more powerful showcase for technological innovation than F1 and VR and AR will push the excitement of the sport even further. My idea aims to capitalise on that by bringing fans closer to the exciting world of F1 than ever before. I’m thrilled that the judges saw the potential of my virtual trackside experience for fans.”

Julie Woods-Moss, Chief Marketing and Innovation Officer, Tata Communications, said, “We created the F1® Connectivity Innovation Prize to show the immense potential of virtual reality and other technology advancements to transform the sporting experience. These disruptive ideas from fans that are powered by data and superfast connectivity continue to inspire and excite us for the future of F1″

To see more on the F1 Connectivity Innovation Prize check out this film

Formula One: Toro Rosso confirm Kvyat will partner Sainz in 2017

Screen Shot 2016-10-22 at 16.27.17.png
Scuderia Toro Rosso have confirmed that it is keeping Daniil Kvyat on for the 2017 season. With Carlos Sainz’s future in the team already assured since earlier this summer, it means that continuity is the name of the game.
 
In so doing the team have put an end to months of speculation around the future of Daniil Kvyat with the team and the Red Bull Driver programme. At this time the implications of the confirmation on GP2 championship challenger Pierre Gasly are unclear.
 
Daniil Kvyat: “Great news! I’d like to thank Red Bull, Dr. Marko and all the team for their support and the faith they have shown in me since I returned to the team earlier this year. I’m very happy to stay with a team that feels like home to me. I’m really looking forward to continuing the hard work together in 2017 and I’m really aiming high. I will always be fully dedicated, giving my 200%’, and I will be pushing as hard as I usually do, that’s for sure. I’m delighted!”
 
Carlos Sainz: “Considering how many changes there are in the Formula 1 pipeline for 2017, it’s good to know that Daniil and I will continue to be teammates here at Toro Rosso next year. We know each other very well, as we’ve been racing together since 2010, and we work well together. I know that this season isn’t over yet, but I’m already looking forward to next year!”
 
Franz Tost: “It makes a change to announce our driver line-up relatively early. There are so many new elements coming to Formula 1 in general and to our team specifically, in terms of the change of power unit supplier, that having the same two drivers gives us stability and a benchmark to work from. For Carlos, it will be his third year with us, which speaks volumes when it comes to how highly we rate him. In recent races, it has been clear that Daniil is back on top form. I always told him that his future with us was in his hands and he has stepped up to the mark and delivered the sort of performances that have ensured his 2017 seat in the STR 12. We now have a very talented and strong driver pairing to tackle a season in which we expect to be very competitive.”

Formula One: Hamilton talks to the fans

A relaxed Lewis Hamilton took part in a Facebook Live event hosted by Mercedes AMG Petronas sponsor Epson earlier today. During the session Lewis took live questions from followers across social media.

Sharing insights on his favourite circuit, Macau and the Nordscheife, details on how a mistake in qualifying in Brazil 2015 cost him pole, and how he values having an input in the team look, it could be suggested the session was of higher quality than interviews conducted by professional elements of the media of late.

With the FIA calling Lewis Hamilton to the Thursday drivers press conference for the second race in succession it will be interesting to see if the media can extract a similar level of engagement.