Feeling the Force
Liberty Media, who completed their $8bn acquisition of Formula One in January, are beginning to deliver on their promise to attract a new generation of fans to the sport.From creating a more inclusive and entertaining experience for racegoers, to looking beyond direct commercial gain to fully embrace social media and the proposed launch of an OTT channel (as well as making some very smart behind the scenes hires), Formula One is certainly moving in the right direction.

And in this new dawn for F1, one team is making giant strides off the track. With a striking new pink livery, Force India is undergoing a transformation that goes far beyond the aesthetics of the car. Through a savvy commercial strategy, they are putting themselves at the forefront of the Liberty millennial revolution.

Amongst the blue-chip brands, whose logos have adorned the cars across the grid for decades, Force India have quietly been attracting a new breed of partner – and one seldom seen in the paddock before Liberty Media entered the fray; those with a target audience under the age of 30. The illusive and oft-mentioned millennial.Menswear label Farah has been brought on as Official Apparel Partner, bringing to life the partnership through their #RaceReady campaign; “a six-part content series profiling the men behind the scenes of the world’s most stylish sport”. They have also announced deals with designer eyewear brand LDNR and Diageo, as well as a prominent charity partnership with Breast Cancer Care to celebrate the 25th anniversary of the famous pink ribbon.

But the deal which stands out is the recently announced partnership with SPORTbible. Part of the LADbible Group, SPORTbible has become one of the largest communities and distributors of content for sports fans in the world. According to Quantcast, SPORTbible reaches an impressive 2.7m people monthly, of which almost 65% are under the age of 34. The partnership will see SPORTbible given exclusive access to the team to create an array of content, including interviews competitions and behind the scenes video, which will be pushed across their burgeoning social channels.

One would assume that these partnerships may be below many of the inflated rights fees that we see across the grid, placing more emphasis on the reciprocal value that they will receive by association with these brands rather than upfront investment.For partners like Farah and LDNR, it gives Force India credibility and momentum. Brands want to appear alongside other like-minded brands and are likely to seek out teams who have a stable of sponsors who fit their values. We saw a similar situation in our work with Martini, whose very visible title partnership with Williams F1, helped to make Williams a more attractive prospect for sponsors such as Rexona/Sure and Hackett.

For SPORTbible, the association has the potential to enhance the whole sponsorship proposition at Force India. Firstly, it gives potential new partners (as well as the current stable) significant additional exposure to a younger audience and a ready-made activation platform; both of which are extremely valuable negotiating tools. Secondly, if SPORTbible can help Force India to develop a more sophisticated approach to data capture and segmentation, access to this database, full of rich customer data, becomes a very valuable part of any sponsorship proposal and something which not many rightsholders are able to match.

The shift in livery is also unlikely to be a whimsical choice but one made with commerciality in mind. Whilst certainly attractive to Indian brands, the Indian flag inspired livery of past seasons will no doubt have steered potential sponsors away in fear of not feeling a natural part of what was a heavily Indian stable of partners. There are even strong rumours, at the time of writing, that owner Vijay Mallya is also considering changing the teams name in order to widen the commercial appeal. One thing is not in doubt; their current choice of livery will certainly help them to stand out from the crowd.

What this new strategy does is not only open-up a new and potentially very valuable audience for Force India, with a monetizable relationship that could last decades, it also opens the door to a raft of new ‘B2C’ brands who want to reach millennials at scale. And as first-movers in this space, Force India are extremely well placed to reap the financial benefits.And crucially, this incremental revenue will help a team who have been plagued by financial concerns in recent times to safeguard their future. Concerns which would be magnified if they were to lose the sizeable revenue from numerous Mexican brands that come with driver Sergio Perez, should, as rumoured, one of the bigger teams come calling.

All of this happily coincides with an upturn of fortunes on the track. Indeed, in a world where there is a gulf in levels of spending between teams, Force India are, pound for pound, arguably the best team on the grid this season.

Formula One is changing and Force India may just have put themselves in pole position in the Liberty Media revolution.