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New McLaren executive director Zak Brown feels that Formula One should make its events more like the Superbowl.
The American, who was expected to take up a role with new F1 owners Liberty Media before moving to McLaren, has extensive experience with F1 marketing and he insists that a Grand Prix weekend should be about more than just the race itself.
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"I think we need to take a look at the weekend format and how we engage with the consumers in the grandstands," Brown told Autosport. "How close can we get them to our team and to our drivers? That's here on site. You go to these cities and it's a big event leading up to it.
"I think the Super Bowl does an excellent job. If you look at when they put on a Super Bowl, their level of fan engagement, they come into town a week before, they take over the cities, they take over the hotels, they take over the airports. So we've got 21 Super Bowls that we put on across the world, so I'd like to see that in market.
"Then I think digital, which we all talk about, is a fast-paced and evolving [sector]. What worked yesterday may not work tomorrow, and I think that given that Liberty has a media-centric background and specifically Chase [Carey] comes from the media world, I've got high expectations that they'll do great things in the media space which is ultimately how we reach the largest audience that we can."
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Kevin
Posts: 5,393
My God, please no. I tried to watch the Super Bowl once, it was the most boring night of my love. Commercial after commercial.. "Artist" after "artist".
Save F1 from this American commercialisation. That stuff doesn't work in Europe, for now.. and hopefully it will stay that way.