Bahrain International Circuit is expanding its event offerings beyond motorsport, successfully hosting events like the Bahrain Darts Masters and Comic Con. The circuit’s infrastructure is utilised to attract diverse audiences throughout the year, with enthusiastic fan participation and significant media exposure.
Bahrain International Circuit (BIC) is diversifying its event strategy beyond motorsport, hosting varied activities such as darts and Comic Con. Celebrating two decades of Formula 1, the circuit is keen to attract diverse crowds during off-race periods. The recent Bahrain Darts Masters showcased top players like Luke Littler, who achieved a nine-dart finish, highlighting the popularity of these non-motorsport events.
Comic Con has been a major success with celebrity guests like John Terry and Paul Wight, demonstrating the circuit’s commitment to diverse entertainment options. BIC CEO Sheikh Salman bin Isa Al-Khalifa stated that diversification projects must make financial sense. Engaging with fans around events has revealed their enthusiastic support, including attending in costumes.
Utilising existing facilities, such as the Formula 1 infrastructure, BIC hosted 424 events in 2024, with 119 being non-motorsport. The venue is well-suited for unique events, with technology and services catering to various activities. The darts event saw 1,500 passionate attendees and boosted visibility with ITV reporting about 1.9 million viewers. BIC continues to balance its motorsport agenda with these innovative entertainment ventures.
Bahrain International Circuit has hosted Formula 1 for two decades and strives to broaden its appeal by incorporating a wider range of events. This strategy aims to maximise facility usage during the off-season, enhancing community engagement and generating revenue while showcasing Bahrain as a diverse event destination.
Bahrain International Circuit effectively leverages its motorsport heritage to host various events, broadening its appeal and audience engagement. Through events like the Bahrain Darts Masters and Comic Con, the circuit proves its versatility and ambition, balancing traditional motorsport with new entertainment to attract diverse crowds and ensure financial sustainability.
Original Source: www.autosport.com