Accessing the commercial power of F1

The FIA Formula One World Championship is the world’s most watched annual sporting event.

With seven seasons on Netflix under its belt and 24 live race broadcasts taking place from March to November each year, F1 has become the platform of choice for the world’s most valuable brands.

The sport is currently achieving record-breaking audience numbers in many of its key markets. To meet fan demand, F1 is now running its longer ever race calendar.

F1 Teams have combined physical sponsorship assets with digital and virtual assets to take the sport to another level, bringing audiences closer to the action. And F1 drivers have become sporting icons and social media celebrities.

We are here to advise brands at all stages of their lifecycle how to access and unlock the F1 rights and assets to maximum commercial effect.

The partnership development roadmap

Brands looking at a potential engagement in Formula One typically work with us across a multi-month timeframe, prior to partnership announcement. This process includes the following stages:

Advisory

Advising clients when particularly valuable and suitable potential opportunities in F1 present themselves

Consulting

Discussing alternative rights acquisition strategies, budgets, potential returns, and the optimum assets to secure

Analysis

Using robust data to identify the best commercial strategy, and modelling the anticipated impact on key business metrics

Engagement

Introducing clients to key stakeholders: teams, drivers and F1 management to establish and nurture initial relationships

Management

Continually monitoring and managing clients’ F1 strategies and the deployment of assets to maximise value and return

Measurement

Measure all activities and reporting on the ongoing success, effectiveness and return from the partnership

Get in touch

From challengers to the Fortune 500, we guide brands through the process of F1 rights acquisition.

F1 Insights

Case studies