Tag Archives: Fans

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.

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Formula One: Heineken F1 – More than a race

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The Italian Grand Prix saw Heineken formally launch its Formula One partnership. Whilst the Dutch brewer took title sponsorship at the Canadian Grand Prix earlier in the year, Monza was always set to be the event in which the campaign shifted into high gear.

In the weeks preceding the Italian Grand Prix at the Black Book Motorsport Forum, Heineken executives spoke of strategy to bring Formula One to the fans, to improve the race going experience and seek ways in which to engage a millennial audience. If I am entirely honest I was somewhat sceptical. Brands all to often focus Formula One activation strategies around corporate entertainment and business to business network development.

With this in mind, upon arriving in Monza on the Thursday ahead of the Grand Prix the first thing I did was head to the fan village. In recent years the fan village, an area surrounding the circuit open to all ticket holders, has become little more than a few merchandising stands. It can feel as though the interests of the fan have been overlooked. Heineken have gone to great lengths to address this issue erecting a huge pop bar and entertainment space for fans, as pictured below. Whilst the beer isn’t free, prices are reasonable and they have created a communal space for fans away from the circuit.

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Building on this, Heineken have addressed another common frustration amongst race going fans. How do you fill your time outside of track action? On Thursday evening, Heineken installed a temporary five a side football pitch on the start finish straight challenging Champions League stars to a game against Fernando Alonso, Daniel Ricciardo, Max Verstappen, Sergio Perez and Jolyon Palmer. Whilst it soon became clear the F1 drivers’ talents did not extend to the football pitch, it was fantastic to see Heineken hosting an event for the public outside of the regular F1 weekend schedule. More than 2000 fans filled the main grandstand to watch the game.

Of course Heineken must also use their partnership within F1 to address the fans at home and it would be naive to think there are no business to business expectations around the agreement. On Friday evening, Heineken set about explaining how these would be addressed. At the core of this session was the launch of the two advertisements Heineken have developed featuring Sir Jackie Stewart and David Coulthard. The production values of both films are incredible, and both have been extremely positively received. So much so, that Freddie Hunt, son of the late James Hunt has suggested Heineken use footage of his father in their next campaign.

To see the Heineken F1 adverts in full click here

What struck me about the Jackie Stewart film in particular was the core of the message. If You Drive, Never Drink.  Whilst anti drink drive campaigns are nothing new, making this the fundamental message of a campaign for a beer company is a bold strategy. One unimaginable in other sectors. Heineken should be commended for this approach. They have acknowledged the challenges of associating alcohol with motorsport and addressed it head on.  More over they are seeking to evolve an F1 weekend, from 2 hours of racing on Sunday into something much more significant. This is neatly tied up in the tagline ‘more than a race’.

I am hopeful that Heineken’s approach to fan engagement within Formula One, alongside a fresh approach from the sport’s new owners Liberty Media, will apply pressure to existing brands in the sport to do more with fans. In the beverage sector brand loyalty is fundamental to success and if Heineken can demonstrate new customer loyalty through Formula One and through engaging with fans you can be sure more brands will follow and the Formula One experience will only improve.

To read my interview with Heineken ambassador David Coulthard follow this link

Formula One: Rosberg Humanising F1

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Fresh of the back of his 4th win of the year at the Russian Grand Prix Nico Rosberg took to social media to share the experience of his return flight to Monaco.

Sharing a rare glimpse into the life of an F1 driver away from the circuit Nico was joined on the flight by fellow Monaco residents Felipe Massa, Jenson Button, Max Verstappen, Esteban Gutiérrez, Nico Hulkenberg, Jean Eric Vergne, Alex Wurz, & David Coulthard.

In addition to a cost and environmentally conscious mindset, the film highlights a growing comradery amongst certain drivers on the grid. Whilst such relationships are unlikely to impact a drivers approach when they are racing against each other on track, but as the season progresses and individual prospects are diminished consciously or subconsciously drivers may make life that little bit easier for friends.

Perhaps in a bid to further bring F1 to the fans the GPDA should consider running competitions for a fan to join these flights…

You can follow Nico Rosberg’s personal season diary through his You Tube Channel here

 

Formula One: COTA offer Rain Guarantee

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Following confirmation earlier this month that COTA will host the 2016 United States Grand Prix and that Taylor Swift will headline a concert supporting the event, pre-sale tickets for the event go on sale March 30th with General sale available from April 5th.

The 2015 United States Grand Prix will be remembered not only as the race in which Lewis Hamilton secured his 3rd Formula One World Championship, but also for the deluge of rain which lead to the cancellation of running on Saturday and threatened the event taking place at all.

Mixed weather conditions and questionable decision making processes left fans at the track frustrated, confused, and wet. In a bid to ease any fan concerns about a repeat of the situation in 2016, event organisers are offering a rain guarantee with early bird ticket sales. This guarantee states:

“If you purchase a 3-day reserved Grandstand seat or Sunday-only reserved seat before July 5, we will refund 105% of the ticket value if it rains over 2″ in the 24 hours before the scheduled start of the F1 race on Sunday”

So if you are a fan of COTA, and don’t mind the prospect of getting a bit wet, this offer and the possibility to make money from your F1 tickets could be perfect for you.

Click here to check out the COTA ticket sales home page.

Click here to visit the COTA F1 homepage