In The Pit Lane: Amazon, Apple, and Disney have competition
5 May, 2021
The recently published Nielsen Sports report found interest in Formula 1 was driven by younger audiences galvanised by F1’s social media, Netflix’s Drive to Survive and Esports.
The research found 77% of the growth came from the 16 to 35 age group, which is equivalent to 46% of F1’s fandom in 2021.
Nielson Sports predict a billion people will be interested in F1 by April 2022.
Stefano Domenicali told investors back in February that, “We saw only a marginal reduction in TV audiences, caused by multiple reasons but clearly driven by a shortened and limited geographical calendar compared to 2019, but something every major sport has experienced in 2020. We are proud of what we delivered in 2020 and know we have an incredibly strong fan base and audience platform to grow in the coming years.”
26 April, 2021
Toto Wolff, often described as one of the most powerful individuals in Formula 1, was given his power by former Daimler Chairman Dieter Zetsche.
It was Zetsche who chose Wolff to represent Mercedes’ interests, not only in F1, but as head of the entire Mercedes-Benz motorsport programme.
Wolff’s personal investments in the Williams F1 team and driver management became incidental when he purchased his stake in the Mercedes F1 team and started his rise to power in the paddock.
Wolff over the past few years has exerted his influence over everything from engine deals to rival teams and controlled aspects of the driver market.
In The Pit Lane: Keeping the F1 show on the road
21 April, 2021
The season continues with Imola providing a spectacle but Formula 1 remains vulnerable to the effects that COVID-19 may still inflict.
Stefano Domenicali told Auto Motor und Sport, “While 2020 was all about surviving the sudden crisis, F1 must now navigate a world with highly complex new rules.
“The situation this year is much more complicated than in 2020.
“Last year everyone first had to find a way through the pandemic and learn. Now every country has its own rules and conditions. That is why we have to decide from day to day and remain flexible in case something changes at the last moment.”
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In The Pit Lane: F1 bucking sponsorship trends?
6 April, 2021
In the COVID-19 world sports sponsorship has taken a pounding with a 23% contraction in the European sponsorship market.
New research from the European Sponsorship Association and Nielsen Sport found the total value of Europe’s sponsorship market shrunk from a record €30.69 billion in 2019 to €23.63 billion in 2020 – its lowest point since 2010.
Analysis of the figures indicates the sports sector fared better with a fall of 9%.
Formula 1 has been bucking the trend with some major deals recently struck and is emerging in good shape all things considered.
Sponsorship is old hat with the new buzz words such as commercial partners taking centre stage.