Do F1 Teams Still Underestimate In-Person Fan Events?
- therookiereporters
- 23 hours ago
- 5 min read
Since Drive to Survive, the popularity of Formula 1 has skyrocketed, with fans flocking to in-person events. Yet despite this growth, many F1 teams still seem to underestimate the scale of that demand.
TGR Haas F1 Team, Atlassian Williams F1 Team and McLaren Mastercard F1 Team are just some of the teams that have hosted in-person events over the last couple of years. With Audi Revolut F1 Team joining them and hosting many events across the UK in the coming week, we will once again see how Formula 1 teams do not see the draw of in-person events for fans.
The introduction of Drive to Survive has meant that fans are able to get closer to F1 teams and has increased the number of fans introduced to the sport. This popularity has led to a younger and more female fanbase being introduced to the sport, which has led to the rise of social media and the celebrity of drivers. As a result, there is a desire to catch a glimpse of them in person.
Oftentimes, the space is not large enough to accommodate the number of fans who want to attend these events. Especially in the UK, where Formula 1 fans have always been present and with the British Grand Prix at Silverstone attracting some of the biggest crowds on the calendar, fans will always come to see their favourite drivers.
This was most recently seen at the New Era store, where Haas F1 Team drivers were greeted by an army of fans waiting outside the store, creating a huge queue. The store, as well as the Haas team, took to social media to ask fans not to queue until a couple of hours before the event, but many fans arrived early to catch a glimpse of Esteban Ocon and Oliver Bearman. Queues were long, and many fans did not get to see their favourite drivers.
Outrage was evident on social media after the event, with many calling it unorganised and too crowded. There were also reports that the two drivers arrived late and were only there for an hour and a half. Fans quickly realised that a free ticketing system should have been put into place to allow a maximum number of fans to attend the event and minimise disappointment.
The same thing was evident with McLaren's event in Trafalgar Square last year. Martin Brundle, one of the event hosts, said that ten years ago, all ten F1 teams could fit an entire event into Trafalgar Square, but at McLaren Live, the team managed to fill the whole square to the brim with fans, many waiting both inside and outside the venue.
Given how busy it was, it was obvious that crowd-control measures were limited, with security operating a one-way system and little control over the queuing system, which consisted of a small cloth barrier for some of the attractions inside. There was also a continuous stream of fans entering the square throughout the day.
There were no tickets in place, and fans were able to come and go as they pleased. The queues before the event meant fans waited hours before the doors opened to catch a glimpse of their favourite drivers. The platform where the drivers stood was underneath where the free water was located, blocking easy access.
Seating was also an issue, as it did not accommodate the number of people in the space trying to view the Chrome livery for the weekend and the show cars on display. Many fans instead took to the stairs, as the only seating area was within a wheelchair-accessible section that was not particularly large. Along with fans, the press were also in abundance, weaving through the crowd and reporting on a large-scale event.
There were many queues to get merchandise, which often led back towards the main stage, as well as other activities, such as seeing the Constructors' Trophy, hampering accessibility throughout the event. McLaren clearly did not assess the number of people who would attend the event and appeared unprepared for the pressure placed on the venue.
With the same event being held by all ten F1 teams just a decade earlier, the fact that one F1 team could host an entire event in Trafalgar Square shows just how far the F1 community and fanbase have come in this space. The comparison between McLaren and the two teams at the other end of the Constructors' Championship shows that anytime an F1 driver is present, fans will come to see them.
Yet even with these examples, it is unclear whether teams learn.
One team that has been hosting these events for a while is Williams. Williams, even though they have been a backmarker team for the last couple of years, have always put on a fan experience before the week of Silverstone. The space is small, but these events are often ticketed, with wristbands given out early to see drivers and enter the space. While there are still queues, Williams has been able to mitigate the disappointment of fans. They themselves, though, use the same venue year after year, just on the outskirts of Piccadilly Circus. Knowing that there are often fans far outside the venue hoping for a chance to see some of their drivers in the flesh, it is interesting that Williams has not upgraded the venue. Although some of this could be due to the cost-cap era.
Bigger teams like Ferrari and Mercedes often do not have in-person events, despite also having a significant draw for fans. This may be why some of the bigger teams do not hold fan events, even at their home Grand Prix. Fans will flock to drivers, hotels and any in-person appearances, as photos of Charles Leclerc and Lewis Hamilton making appearances regularly demonstrate.
With Audi hosting many in-person events with their sponsor, Revolut, this week, it will be interesting to see if they have learned that lesson and counted numbers in a way that limits attendees. With the Silverstone Grand Prix just a few weeks away, it will be interesting to see which Formula 1 teams host fan zones and whether they introduce tickets or attendance caps to avoid disappointing fans.
Drive to Survive has changed the Formula 1 landscape and how fans interact with the sport. Drivers have become celebrities and gladiators, with fans wanting to catch a glimpse of them. Formula 1 has been able to capitalise on the rise of social media, but it is still obvious that Formula 1 teams do not fully recognise this draw in person.
But they should.
Fans, especially female fans, are passionate about sports and their special interests. With this audience still growing, Formula 1 teams still do not fully understand the scale of that passion.
We will just have to wait and see what happens when fan zones are announced for Silverstone and whether accommodations have been made. Only time will tell if teams have learned the lesson.
Article written by Amy Powis
