Unlocking the value of direct-to-fan for Formula 1

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

Campaign details

Brand: Formula 1Advertiser: Formula 1Entrant: OgilvyPrincipal authors: Jackson Russ, Martin Delamere, and Frank Duck, Ogilvy UK

Introduction

Liberty Media purchased F1 in 2017 for $4.4 billion with high hopes to unlock its true global value1. They were confident they could build a bigger and more profitable F1, benefiting the sport, fans and investors alike.

Previous management had focused on short-term, lucrative deals with broadcasters and promoters, taking the fans and the long-term health of the sport for granted. As new CEO Chase Carey summarised "F1 was underserved by a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands