Partnership enables Talisman’s expansion into the U.S. as well as Project’s global offices across 24 countries. The combined team creates a powerhouse encompassing the full spectrum of sports marketing services including sports business consulting, sports sponsorships, brand campaigns and activations, data/analytics and talent booking.
In a groundbreaking move, Aston Martin propelled Jessica Hawkins into history, granting her the opportunity to test their F1 car at the Hungaroring on September 21. Hawkins, at 28, became the first female Formula 1 test driver in over five years, marking a pivotal moment for women in motorsport.
However, this event is just a glimpse into the broader transformation within Formula 1, as the sport undergoes a revolution in cultivating a fervent fanbase, particularly among young women. Over recent years, Formula 1 has orchestrated significant changes, fostering a shift in its demographic landscape and rekindling the passion of teenage girls and women for the fastest sport on the planet.
Formula 1's Changing Landscape
Breaking Gender Barriers: Formula 1 has actively dismantled the perception of being a predominantly male sport. Initiatives like hiring more female staff, establishing the F1 Academy in 2023, and creating a women's league under Susie Wolff's leadership signal a commitment to inclusivity.
Engaging the Next Generation: The Global F1 Fan Survey reveals a remarkable increase in new female fans, growing from 10% in 2017 to 45% in 2021. This surge, particularly among teenagers (60% growth in the 16-24 age group by 2020), is evident in social media buzz, merchandise sales, and live event attendance.
The Drive to Survive Effect
The catalyst for this transformative change was the docuseries "Drive to Survive." Premiering in 2019 on Netflix, the show provided an intimate look into the lives of drivers and teams, making F1 appealing even to those with no prior interest. This resonated profoundly with female audiences, presenting relatable characters and storylines to invest in.
Liberty Media's Influence
The acquisition of F1 Group by Liberty Media in 2017 brought a paradigm shift in philosophy and marketing. Modernization, diversification, and embracing digital platforms became the focus. Partnerships with brands like Puma and PlayStation, development of video games, and the launch of F1 TV Pro streaming contributed to a renewed appeal.
Amplifying Female Voices
F1 has actively amplified female voices, both on broadcasts and in team roles. Pundits like Naomi Schiff and on-field reporters Natalie Pinkham and Rachel Brookes exemplify this. Female talents in senior team roles, such as Hannah Schmitz and Margarita Torres Díez, inspire more women to pursue careers in the paddock.
Role Models on the Track
Pioneers like Jamie Chadwick, a three-time W Series champion, signing with Andretti Autosport for the 2023 INDY NXT Championship, exemplify that racing is not confined to men. The sport's exposure is erasing the stereotype that cars and racing belong exclusively to males.
Untapped Potential and Future Prospects
Formula 1's success in cultivating a diverse fanbase, particularly among young women, represents a strategic masterstroke. While challenges like competition from electric racing and calls for increased sustainability efforts persist, the untapped potential of female fandom holds immense commercial and cultural significance.
As Formula 1 continues to welcome more women on and off the track, the horizon looks promising and exciting. The sport's commitment to inclusion not only ensures its relevance but also promises a richer, more diverse, and thrilling future.
Talisman is an award-winning global agency redefining sports, entertainment, gaming & Web3 partnerships across key industries and regions. With offices in Dubai & New York City, Talisman thrives on unparalleled storytelling, reflecting the great brands and creative minds they have the pleasure of working with. With global resources and connectivity in key markets, Talisman has won prominent industry awards for executing groundbreaking partnerships & activations across sports & gaming.
Industry veteran Tom Fox has joined the advisory board of Talisman, a Dubai-based sales and marketing agency headed by former McLaren SVP/Asia-Pacific Dharpan Randhawa. Talisman also has offices in Singapore and Shanghai, with plans to open another in New York.
World-renowned betting company 1xBet has become an Official Partner in Southeast Asia for ONE Championship (“ONE”), one of the largest martial arts organisations in the world.1xBet will livestream ONE events on its platform, expanding their betting offering to its customers and martial arts fans across the region. The 1xBet logo will be featured in event broadcasts on canvas, pillars, and padding. In addition, 1xBet will be promoted through curated post-event video highlights on ONE’s official social and digital channels.
The ground-breaking tennis league UTS is back in July 2023 and promises to be bigger and better than ever, with celebrated top players such as Australian Nick Kyrgios, American Taylor Fritz and Argentinian Diego Schwartzman announced in the first tournament of the year.This event will take place in Los Angeles (California, USA), from July 21-23 in the Dignity Health Sports Park’s Tennis Stadium. The Los Angeles event will be the fifth staging of this revolutionary concept which began in 2020 - and the first ever outside Europe.