From aristocracy to democracy: putting insight, and fans, at the heart of Formula One

Formula One (F1), an international form of racing, transformed the culture of the sport globally by placing fans at the centre of innovation and business decisions.


The context

Established in 1950, Formula 1 is one of the world's most successful sports entertainment brands, boasting 503 million fans globally. But this success hides a story of unrealised potential.

In the 90s, F1 was estimated to be worth as...

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