With a blend of celebrities, live performances, and media collaborations, motorsport race weekends are revolutionizing the Sports Entertainment industry, as highlighted by Charlie Brown of The Romans during The Drum’s entertainment focus week. Formula E and Formula 1 are currently experiencing a surge in popularity and excitement in 2024.
The focus is no longer solely on the speed of the cars; motorsports are transforming races into immersive experiences by incorporating music, fashion, and culture to captivate audiences.
Formula 1’s Drive to Survive Netflix series has played a significant role in attracting new fans and expanding the reach of motorsports worldwide. The emphasis is on personalities and entertainment value rather than just the racing itself.
In a Super Bowl-like spectacle, Formula 1’s Las Vegas race in 2023 showcased a plethora of celebrities, including Cara Delevingne, A$AP Rocky, and David Beckham. Collaborations with Jimmy Kimmel, such as the ‘Jimmy Kimmel Challenge’, further boosted the entertainment factor. The event transcended the actual race, creating a 5-day show that left a lasting impression.
Meanwhile, Formula E is also making waves with innovative approaches to entertainment. Events like Usain Bolt attempting a world record in the Gen 3 car and performances by artists like One Republic and The Backstreet Boys in Saudi Arabia add to the excitement surrounding races.
As drivers seek to build their personal brands beyond the racetrack, ventures into music, gaming, and fashion are becoming more common. This allows them to connect with their fans on a deeper level and attract new audiences.
Looking ahead, the future holds even more opportunities for Formula E and Formula 1 drivers to explore the entertainment world. Building their profiles off-track and embracing their personalities can lead to increased commercial prospects and a larger fan base.
As the Formula 1 season kicks off and Formula E prepares for races in Brazil and Japan, the entertainment off the track is expected to continue captivating and thrilling motorsport enthusiasts globally.
For more captivating content on games, movies, TV, music, and podcasts, visit The Drum’s dedicated entertainment focus week hub.
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