user icon

Make F1 like the Superbowl says Zak Brown

  • Published on 07 Dec 2016 17:45
  • comments 4
  • By: Dominik Wilde

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.

"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."

Replies (4)

Login to reply
  • Kevin

    Posts: 5,030

    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.

    • + 2
    • Dec 7 2016 - 18:05
  • SPERX

    Posts: 21

    Way back in the late 70s I paid to do a pitlane walk at the British GP at Brands Hatch. It was a shambles and few people actually reached the pitlane in the time allowed, just queued to get through the tunnel. I have never been to a British GP since, even when I lived 4 miles from Silverstone. If this is gong to happen it needs to be done properly.

    Did go to Imola once, there was something of a festival atmosphere in the town centre and it all seemed well organised from a transport perspectiv, unlike any mass spectator event in the U.K.

    My point is that fan engagement has to be about engaging the fans and not just the ruthless commercial exploitation of them. Which is what I fear with a "Super Bowl" model.

    • + 2
    • Dec 8 2016 - 08:19
    • I very much agree with you.

      • + 0
      • Dec 8 2016 - 17:25
  • Barron

    Posts: 625

    No, just....No.

    • + 0
    • Dec 8 2016 - 15:09

BE Grand Prix of Belgium

Local time 

BE Grand Prix of Belgium

Local time 

Related news

World Championship standings 2021

Show full world champion standings

Test calendar

Bahrain International Circuit - Winter testing

See full test schedule

Give your opinion!

Will Bottas challenge Hamilton for the world championship in 2020?

Team profile

Show full profile

Formula 1 Calendar - 2021

Date
Grand Prix
Circuit
-
Bahrain
26 - Mar 28
Bahrain
16 - Apr 18
Italy
7 - May 9
Spain
20 - May 23
Monaco
4 - Jun 6
Azerbaijan
18 - Jun 20
France
25 - Jun 27
Austria
2 - Jul 4
Austria
16 - Jul 18
United Kingdom
30 - Aug 1
Hungary
27 - Aug 29
Belgium
3 - Sep 5
Netherlands
10 - Sep 12
Italy
24 - Sep 26
Russian
8 - Oct 10
Japan
8 - Oct 10
Turkey
22 - Oct 24
United States of America
5 - Nov 7
Mexico
12 - Nov 14
Brazil
3 - Dec 5
Saudi Arabia
10 - Dec 12
United Arab Emirates
See full schedule

Formula 1 Calendar - 2021

Date
Grand Prix & Circuit
26 - Mar 28
16 - Apr 18
7 - May 9
20 - May 23
Monaco Monte Carlo
4 - Jun 6
Azerbaijan Baku City Circuit
18 - Jun 20
France Paul Ricard
25 - Jun 27
Austria Red Bull Ring
2 - Jul 4
Austria Red Bull Ring
16 - Jul 18
United Kingdom Silverstone
30 - Aug 1
Hungary Hungaroring
27 - Aug 29
3 - Sep 5
Netherlands Circuit Zandvoort
10 - Sep 12
Italy Monza
24 - Sep 26
Russian Sochi Autodrom
8 - Oct 10
8 - Oct 10
Turkey Istanbul Park
22 - Oct 24
United States of America Circuit of the Americas
5 - Nov 7
12 - Nov 14
Brazil Interlagos
3 - Dec 5
Saudi Arabia Jeddah Street Circuit
10 - Dec 12
United Arab Emirates Yas Marina Circuit
See full schedule
show sidebar