Again in 2019, Formulation 1 bosses held a season-opening occasion in Australia to kick off the brand new marketing campaign. All of the drivers attended the present that was held on a giant stage in Melbourne’s Federation Sq., which by the way was free, and it was a standout success.
For no matter cause, it was by no means repeated – presumably as a result of lack of followers at the opening races in Bahrain and Saudi making it a lot of an occasion.
F1 has now revised the occasion which in 2025 will take the type of a livery unveiling for all its 10 groups, which will be held in London’s The O2 on 18 February.
It’s a nice thought on paper, a technique to interact followers inside a metropolis centre and generate curiosity through the winter. It’s also barometer to check the worth followers at the moment place on F1.
All 20 drivers and 10 group principals will attend the occasion, which kicks off F1’s seventy fifth anniversary yr in what’s being billed as “an unbelievable night” that “will see followers immersed within the drama and spectacle that’s Formulation 1, as they be a part of the groups to unveil their 2025 liveries”.
If the likes of Sauber, Williams or Haas are content material with the restricted world media publicity they’ll obtain – given they’re going up towards the larger groups who’re prone to entice the eye, notably with Lewis Hamilton being unveiled as a Ferrari driver for the primary time – then nice. Nevertheless, whether or not the sponsors would agree is one other factor.
A pre-season launch date is normally picked by a group in order to not conflict with a rival. It means every group will get a crack at unveiling their challenger for that season, giving it worthwhile model publicity and air time to its drivers and group boss. Nevertheless, launching all 10 groups on the identical day will cut back that impression, until they nonetheless maintain a separate occasion, resembling a shakedown at a observe, for instance.
Lance Stroll, Aston Martin AMR24
Picture by: Aston Martin
F1 finally deserves credit score for conceiving the occasion, nonetheless charging followers between £58 and £113 per ticket might be an issue.
It’s comprehensible that F1 is attempting to profit from its rising fanbase, particularly a youthful demographic. F1 merchandise is now commonplace on Excessive Streets and at this worth level – round 1 / 4 of the prices of an F1 ticket – it presents followers the prospect to see their heroes in an accessible location. However £113?
The organisers have promised “high class leisure and particular visitor presenters” and in any case, such is F1’s present recognition, it’ll in all probability promote out.
It’s doubtless the older era amongst us will baulk on the value, however the actuality this isn’t the viewers F1 are concentrating on. Relatively, it’s pushing for the youthful followers and if they’re prepared to cough up – and luxuriate in it – then what’s the issue?
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