- F1 sponsorship agency Crunch reveals results of Insider Survey: The F1 Edition
- Results paint an overwhelmingly positive picture in terms of what has been achieved in the past five years; four out of five respondents say that the sport is in better health today than it was in 2016.
- PR remains the hardest hurdle to climb with two thirds of respondents feeling the sport needs to do a better job of communicating the environmental benefits of its hybrid powertrain development.
Since the new owners arrived, Formula 1 has been in a period of renewal and the result of this is overwhelmingly positive in terms of what has been achieved in the past five years; four out of five respondents say that the sport is in better health today than it was in 2016.
The pandemic has clearly made its impact felt but as the sponsorship industry approaches a re-start, three clear topics stand out:
- An overwhelming desire to see better track action
- The desire from the media to see better access to people and stories and
- The pressure on F1 to keep stressing its commitment to the ‘sustainability’ and diversity topics
The current generation of F1 powerplants is stunningly advanced, reaping enormous gains in terms of the efficiency and sustainability of the sport. It is not just the engines, of course. Formula 1 is a process of continuous evolution and perpetual cleverness. Every element of all 20 cars is driving forward not only the sport but also the development of better and more efficient consumer products. Yet the view of two thirds of the people who live with, work on and invest in that technology is that we, as an industry, do not communicate the value of our most valuable asset effectively.
As F1 unveils a prototype of its 2022 car in the same week Lewis Hamilton’s commission published its report, Accelerating Change and F1 launches a scholarship, apprenticeship, and intern placements for underrepresented groups, it is clear the sport is moving the right way.
“We were thrilled with the number of responses and are delighted to share the results. It is clear from these responses that we all care deeply about the sport of F1 and most of us are fans at heart. The stand-out challenge remains positioning the sport in the correct light so more can appreciate the staggering technical feats that are achieved each week when we race and the steps F1 is taking to shore up its position with regard to the broader sustainability narrative.” – Peter Secchi, Director and Founder, Crunch
-ENDS-
The survey was conducted by London-based F1 sponsorship experts Crunch Communications, the first of what will be an annual appointment with the F1 world. Crunch invited responses from F1 teams, international brands and global media. The intention is to share the results each year, free-of-charge, to all to help everyone in the sport continually improve the offer and commercial appeal of F1.
Contact: Helena Hicks, Crunch Communications | helena.hicks@crunch.info