From aristocracy to democracy: putting insight, and fans, at the heart of Formula One

Formula One (F1), an international form of racing, transformed the culture of the sport globally by placing fans at the centre of innovation and business decisions.

Synopsis

The context

Established in 1950, Formula 1 is one of the world's most successful sports entertainment brands, boasting 503 million fans globally. But this success hides a story of unrealised potential.

In the 90s, F1 was estimated to be worth as much as the Champions League. Today, it's worth four times less.

It was clear then that F1 needed to innovate - to grow and change to win the fans of tomorrow. But it also needed to maintain its heritage, avoid alienating its existing fan base and remain true to the essence of the sport. In order to do...

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