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Make F1 like the Superbowl says Zak Brown

Published on 07 Dec 2016 17:45
4
By: Dominik Wilde

New McLaren executive director Zak Brown feels that Formula One should make its events more like the Superbowl.

The American, who was expected to take up a role with new F1 owners Liberty Media before moving to McLaren, has extensive experience with F1 marketing and he insists that a Grand Prix weekend should be about more than just the race itself.

"I think we need to take a look at the weekend format and how we engage with the consumers in the grandstands," Brown told Autosport. "How close can we get them to our team and to our drivers? That's here on site. You go to these cities and it's a big event leading up to it.

"I think the Super Bowl does an excellent job. If you look at when they put on a Super Bowl, their level of fan engagement, they come into town a week before, they take over the cities, they take over the hotels, they take over the airports. So we've got 21 Super Bowls that we put on across the world, so I'd like to see that in market.

"Then I think digital, which we all talk about, is a fast-paced and evolving [sector]. What worked yesterday may not work tomorrow, and I think that given that Liberty has a media-centric background and specifically Chase [Carey] comes from the media world, I've got high expectations that they'll do great things in the media space which is ultimately how we reach the largest audience that we can."

Kevin

Posts: 5,332

My God, please no. I tried to watch the Super Bowl once, it was the most boring night of my love. Commercial after commercial.. "Artist" after "artist".

Save F1 from this American commercialisation. That stuff doesn't work in Europe, for now.. and hopefully it will stay that way.

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Dec 7 2016 - 18:05

F1 News McLaren

Replies (4)

Kevin

Posts: 5,332
My God, please no. I tried to watch the Super Bowl once, it was the most boring night of my love. Commercial after commercial.. "Artist" after "artist".

Save F1 from this American commercialisation. That stuff doesn't work in Europe, for now.. and hopefully it will stay that way.
- + 2
- Dec 7 2016 - 18:05
SPERX

Posts: 21
Way back in the late 70s I paid to do a pitlane walk at the British GP at Brands Hatch. It was a shambles and few people actually reached the pitlane in the time allowed, just queued to get through the tunnel. I have never been to a British GP since, even when I lived 4 miles from Silverstone. If this is gong to happen it needs to be done properly.

Did go to Imola once, there was something of a festival atmosphere in the town centre and it all seemed well organised from a transport perspectiv, unlike any mass spectator event in the U.K.

My point is that fan engagement has to be about engaging the fans and not just the ruthless commercial exploitation of them. Which is what I fear with a "Super Bowl" model.
- + 2
- Dec 8 2016 - 08:19
- calle.itw
  
  Posts: 8,527
  I very much agree with you.
  + 0
  
  Dec 8 2016 - 17:25
Barron

Posts: 625
No, just....No.
- + 0
- Dec 8 2016 - 15:09