The Formula 1 marketing tactic that’s not getting nearly enough attention

The Formula 1 marketing tactic that's not getting nearly enough attention

As a lifelong gamer and Formula 1 enthusiast who’s been following this sport since I could barely reach the pedals of my father’s old Fiat, let me tell you, the transformation of Formula 1 over the past few years has been nothing short of exhilarating!

Since Liberty Media assumed control over Formula 1 in early 2017, the sport has experienced substantial expansion, with a significant portion of this growth attributable to Drive to Survive – the popular Netflix production that offers an exclusive glimpse into crucial events during the Formula 1 racing season.

A less-discussed factor contributing significantly to Formula 1’s expansion lies in the surge of popularity surrounding its merchandise, particularly clothing items. This increase can be largely attributed to their widespread accessibility for enthusiasts.

Earlier, it was uncommon to find Formula 1 merchandise in local clothing stores, malls, or outlets. However, today, you can easily discover extensive selections of the merchandise in retailers like PacSun, Hollister, Old Navy, and many more.

What is behind the success?

As more Formula 1 races are held in the United States, with events like the Miami Grand Prix and Las Vegas Grand Prix added recently, many spectators might feel unfamiliar or less knowledgeable about the sport. To avoid appearing out of place among the crowd, they are keen to familiarize themselves with Formula 1 before attending the races.

Indeed, you’ll find an assortment of fashionable apparel such as t-shirts, jackets, hoodies, and trousers in the common marketplace, all linked to Formula 1, specific drivers, or teams.

As a gaming enthusiast, you’d probably agree that retro jackets, particularly those of McLaren and Ferrari, reign supreme in the world of Formula 1 merchandise. It’s not hard to find these iconic pieces around, making them a favorite among fans. What sets them apart is their reasonable price tag, which makes them accessible for many enthusiasts, unlike some exorbitantly priced attire peddled at actual Grand Prix events.

Moving ahead, there’s significant potential for Formula 1 to expand primarily by increasing clothing sales. The impressive results achieved thus far have caught the eye of many big merchandise firms, who might eagerly participate in partnerships with Formula 1. This area of growth within the sport has been intriguing, but it hasn’t received much focus yet.

2024-12-23 14:32