Unlocking the value of direct-to-fan for Formula 1

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

Campaign details

Brand: Formula 1 Advertiser: Formula 1 Entrant: Ogilvy Principal authors: Jackson Russ, Martin Delamere, and Frank Duck, Ogilvy UK

Introduction

Liberty Media purchased F1 in 2017 for $4.4 billion with high hopes to unlock its true global value. They were confident they could build a bigger and more profitable F1, benefiting the sport, fans and investors alike.