At the Autosport Business Exchange in London, F1’s director of marketing, Donna Birkett Baida, highlighted the importance of continuous communication with fans. With the increasing number of fans, F1 aims to engage them not just during races, but daily through various content formats. This strategy includes both spectacular events and educational content to satisfy a wide range of fan knowledge and interests.

Birkett Baida shared plans for F175, an event showcasing 20 drivers and 10 teams unveiling their liveries at London’s O2 Arena. This event aims to generate excitement and provide fans with memorable experiences beyond the race weekends. Engagement is key for F1, as they strive to connect with fans regularly.

In addressing the varying levels of fan knowledge, Birkett Baida stated that new content should appeal to both newer fans and long-time followers. She emphasised the concept of ‘edutainment’, combining education with entertainment, particularly for markets like the US where fans have less historical knowledge about the sport. By educating fans, the goal is to deepen their passion for F1.

Overall, F1 is committed to building a strong, ongoing relationship with its diverse fanbase by offering engaging, informative content that enhances their overall experience with the sport, ensuring that both new and existing fans feel connected to Formula 1.

Formula 1 has experienced a surge in its fanbase, presenting challenges in effectively engaging this diverse audience. Traditionally, F1 relied on providing entertainment during race weekends, but with changing demographics, there is a demand for regular interaction and content. Marketing strategies are now focusing on educating fans about the sport while keeping them entertained, showcasing the need for a more interactive and informative approach in fan engagement.

F1 is evolving its fan engagement strategy by prioritising daily communication and content creation. Events like F175 are designed to ignite excitement, while the focus on ‘edutainment’ aims to deepen fans’ knowledge and love for the sport. This approach seeks to cater to both historical fans and newcomers, ultimately enhancing the overall F1 experience.

Original Source: www.autosport.com

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