Latest News

Back to Latest News back

 

Formula 1 looks to engage younger generation of fans

Formula 1 looks to engage younger generation of fans
April 29, 2018

Formula 1 has refreshed its digital media strategy as it looks to attract a younger crowd of ticket-buyers and remote viewers.

Since Liberty Media’s takeover of the motorsport in January 2017, it has seen a shift in its approach to using online presence to draw in new audiences.

F1 is now pursuing mediums such as streaming services and live video, as well as relaxing filming restrictions to enable teams to produce better content in the paddock.

F1 management attempted to launch a digital platform in 1996, which folded only six years later due to low consumer interest.

In 2014, while still heading F1, Bernie Ecclestone, stated that he thought the shift towards social media would be “very short-lived,” and that people were “starting to think that it is not as good as they thought.”

Ecclestone also dismissed suggestions that the global motor racing series should do more to embrace a younger generation of fans by stating they are the wrong target market for the sport’s commercial partners.

With fan experience now key across all major sporting properties, F1’s digital push under Liberty Media has seen its new streaming service enable fans to subscribe and watch the sport, with a new F1 website to launch later this year.

As reported by Raconteur last November, F1 Sporting Managing Director, Ross Brawn advised “F1 is almost a start-up ... there had been so little done on the digital and social media front, so for us it really has been a fresh start. It’s good and bad. It is good because we have got an opportunity to create what we need going forward for the future, but bad because there was nothing there to build on.”

This season has also seen teams being given more freedom to film short videos while in the F1 paddock, with a digital series being filmed following the success of Amazon’s Grand Prix Driver.

F1 executives are now targeting younger F1 fans through social media and electronic sports.

F1’s Global Head of Digital and New Media, Frank Arthofer advised “I think digital more broadly is a huge lever to drive fans.

“Everything we’re doing, from investing in our social media channels, which have grown 70 per cent year on year, to building the F1 TV service, to esports, to relaunching F1.com and the app at some point in 2018, is very much with the goal of not just growing the fan base, but deepening our engagement with our current fans.

“That’s pretty much the mandate, and success will be measured on that criteria firstly and foremost.” 

Image: Racing action from the 2017 Australian Grand Prix in Melbourne.

20th March 2018 - TICKETMASTER AWARDS REVEAL BEST-SELLING EVENTS OF 2017 

1st February 2018 - WOMEN SPORT AUSTRALIA APPLAUDS DEMISE OF F1 GRID GIRLS

31st January 2018 - DEATH OF RON WALKER, BUSINESSMAN AND MELBOURNE GRAND PRIX SUPREMO 

27th December 2017 - MICROSOFT SHARES SPORT FAN ENGAGEMENT LEARNINGS

29th January 2017 - NEW ERA FOR F1 AS LIBERTY MEDIA COMPLETES TAKEOVER 

4th January 2017 - CANBERRA RAIDERS TO REPLACE CHEERLEADERS WITH COMMUNITY DANCE COMPETITION

22nd November 2016 - MALAYSIA TO END F1 GRAND PRIX HOSTING AFTER 2018

8th September 2016 - US-BASED MEDIA INTERESTS CONFIRM US$4.4 BILLION ACQUISITION OF FORMULA 1

17th March 2016 - REPUCOM RELEASES 2016 F1 SPONSORSHIP REPORT 

27th November 2015 - YAS MARINA CIRCUIT TECHNOLOGY BENEFITS F1 DRIVERS, MEDIA AND FANS

14th September 2015 - MELBOURNE SECURES FORMULA 1 GRAND PRIX UNTIL 2023

5th July 2015 - GLOBAL SURVEY SHOWS F1 FANS WANT RETURN TO BASICS 

15th November 2014 - ECCLESTONE SEES ‘NO POINT’ IN F1 TARGETING YOUTH AUDIENCE


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Polin Waterparks

Polin was founded in Istanbul in 1976, and has since grown into a leading company in the waterparks industry. Today Polin is one of the world leaders in the design, production, and installation of…

read more

Aquatics / Attractions / Play / Waterparks

 
 

VLOCKER

Vlocker Pty Ltd has been designing, manufacturing, installing and servicing locker systems worldwide since 1995. Vlocker specialises in providing locker solutions to suit client requirements in…

read more

Aquatics / Attractions / Safety / Security / Venues

 
 

revolutioniseSPORT

revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…

read more

Recreation / Sport / Technology

 
 

Hydrocare Pool Services

Hydrocare Pool Services Pty Ltd offer 25 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…

read more

Aquatics / Attractions / Play / Recreation / Technology

 
 

SeatGeek Asia Pacific

SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. As of August 2018, SeatGeek has exited the Australian, New…

read more

Entertainment / Sport / Technology / Ticketing / Venues

 
 

GreeneDesk

Track. Engage. Retain GreeneDesk is a suite of cloud based software solutions helping health clubs, leisure centres and swim schools to effectively track progression, improve customer engagement and…

read more

Aquatics / Billing / Education / Fitness / Technology

 
 

Perfect Gym

Perfect Gym Solutions is a software as a service (SaaS) solution purpose-built to service the fitness industry, with over 1000 clients servicing over 2 million gym members across 40 countries making…

read more

Access / Fitness / Marketing / Recreation / Technology

 
 

VIVATICKET

As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd.  19th July 2018 - ENTA AUSTRALASIA REBRANDS AS VIVATICKET 17th October 2016…

read more

Attractions / Entertainment / Sport / Ticketing / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business