With only 23 races in the calendar only 1% of fans will attend a Formula 1 race.
So if you’re heading to a race this year, consider yourself lucky.
To say you’re in the minority would certainly be an understatement. Limited races, and limited budget means not every fan gets the opportunity to attend…
According to Salesforce Formula 1 has over 500 million fans, â…“ of which became fans in the last four years. Unsurprising considering the tremendous growth Formula 1 has seen since 2019 (largely due to the Netflix series, ‘Drive to Survive‘).
New fans include more women, more young people and more US based fans. All eager to immerse themselves in Formula 1, yet 99% of them will never attend a Formula 1 race.
But if only 1% will attend a race, how does Formula 1 ensure that this popularity surge can be transferred into long-term growth and fan loyalty?
Fan Engagement For The Win
In 2023 we are seeing more focus on fan engagement, opportunities and content, particularly between race weekends. Yes the race is the main event, but everyone is getting more creative when it comes to fan engagement in the lead up to races.
Which means Formula 1 has no choice but to be more proactive in bringing fans closer to the action, otherwise there is a huge risk of losing newer viewers.
According to salesforce the key is personalisation. Creating experiences that feel personal to each individual; a front-row seat to your favourite team’s debrief or an email that recommends the limited edition team cap that your favourite driver is wearing.
Personalisation has taken the sports industry by storm by making fans feel like they are apart of their favourite team, so it’s no surprise that Formula 1 is following suit.
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Salesforce Gets Personal
We all know Formula 1 is at the forefront of innovative technology when it comes to cars. But now Formula 1 is focusing on using technology to enhance the fan experience.
Why?
Because 99% of fans will never attend a Formula 1 race.
Which means Formula 1 has to digitally transform off track as well as on track.
The formula for success?
The Formula 1 and Salesforce partnership.
Salesforce is giving Formula 1 real time data about its millions of fans, all in one place, to make it easier to understand the behaviours of viewers from all over the world.
Salesforce Customer 360 is turning F1 teams into personal pit crews for each customer by using customer data and real-time insights to ensure fans have their own unique experience.
An experience that can turn even the most casual fan into a super fan.
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Get 10% off all official F1 Merch at TheRaceWorks.com using code ‘EF1‘ at checkout.