It’s shaping up to be the year of the rookie: How new stars can bring about big business for the world of motorsports

It’s no new news that there will be plenty of fresh faces on the grid next season, but what does it mean for the business and promotional side of the pinnacle of motorsports?

It means introducing a new generation to the world of Formula 1. With the ages of new drivers, coming in strikingly low, Antonelli being only 18 years old, the fan base also extends.

In a survey conducted by Motorsports network in 2021 the average age of an F1 fan was 32 years, a drop of 4 years from 2017 when the average age was 35. The survey also attracted the youngest age profile ever with over a third of respondents between 16-24 years old (Bradley). With the rise of so many new young talents, we can expect this age to drop even more in the coming years.

This new era brings about enormous opportunities for sponsors and partnerships. There's no doubt that these new stars are built to shine. Oliver Bearman made quite the first impression when he took over for Carlos Sainz at this year's Saudi Arabian Grand Prix. The young F2 driver qualified in 11th position, only .003 seconds behind the 7-time World Champion, Lewis Hamilton. Throughout the race, Bearman made his way through the pack securing Ferrari 7th place during his Formula 1 debut.

This isn’t the only time we’ve seen the new talents taking the rookies to the ranks this season. Franco Colapinto, who acquired the seat of Logan Sargent, and Liam Lawson (not technically a rookie, but still considerably new and young), taking back over for Daniel Riccardo, this year have been propelling both Williams and VCARB to new heights.

These incredible feats are sure to gain the attention of sponsors wanting to pounce at the opportunity for a sponsorship deal. With many of the team’s brand deals coming from B2B companies and tech firms, there’s a major opportunity for consumer brands to make headway in Formula 1. Claiming stake in Formula 1 through sponsorships solidifies the brand not only as a supporter of the future of motorsports, but also increases their own customer base by gaining the eyes and attention of the younger audience. These consumer brands, who have an affluent presence on social media could seamlessly align with the fame of rising Formula 1 stars. We are already starting to see this with the recent news of KitKat joining Formula 1 as the official chocolate bar of the sport.

Sponsors have countless ways to engage with the growing fan base beyond simply placing logos on the cars. Events and guest interactions provide memorable experiences that go beyond social media. Williams Racing, for example, has recently been on the rise delivering standout fan events with their Fan Zones. These free-to-enter Fan Zones are filled with Esports simulator rigs, giveaways, driver appearances, Q&A sessions, and so much more. Demand for these events will continue to grow as the new generation of fans crave unique experiences over material goods. This opens the door for brands to get recognition through sponsor deals, promotional materials, and prizes in an environment filled with their target audience.

While the new rookies have loads of potential, getting fans to recognize it and know the driver’s is no easy feat. Social media, therefore, becomes the main focus. If you follow junior motorsports, you’ve likely seen how Prema Racing has become a standout star due to their social presence. There’s a multitude of reasons why their content shines so bright, but the main reason is because their content focuses more on the unique personalities of the drivers rather than typical PR or questionnaire interviews. This allows fans to see the fun, more personal side of drivers to create a connection to the audience. It also unlocks a feeling of authenticity, where the content is easily relatable to young viewers, the key to social media in today’s world.

Teams will certainly have to jump more on the social media train to help build a brand for their new drivers. By studying the success of Prema Racing, teams will be able to build that connection between their drivers and fans to not only grow their support but also attract potential sponsors and brand deals.

While the rise of a new generation of Formula 1 drivers means saying goodbye to fan favorites, it poses a great deal of new opportunities and possibilities to capitalize on the rise to stardom. Fame and success are now more attainable than ever through sponsorships, engaging with a younger fan base, and capitalizing on social media trends. The companies who tap into this new, social media savvy generation are sure to see their advertising dollars well spent when their revenue in this demographic rises.

Bradley, Charles. “Formula1 in 2021.” Motorsportnetwork.Com, Oct. 2021, cdn-1.motorsportnetwork.com/survey/2021/2021-f1-global-fan-survey-motorsportnetwork.pdf.