F1’s commercial overhaul starts with marketing push around VIP packages for race weekends

Fans are being promised greater access with the exclusive packages

Formula One has partnered with sports event travel specialist, QuintEvents, for a new marketing push around its events as part of the commercial overhaul being driven by the sport’s new owners Liberty Media.

The F1 Experiences ticket and travel package program is promising fans unparalleled access during race weekends with experiences such as track tours, pit-lane walks and meet and greets.

The packages, which will start at $800, have several offerings including grandstand seats, hospitality or VIP access to the Formula One Paddock Club, access to circuits, paddock tours, welcome parties, exclusive merchandise and more.

“The launch of F1 Experiences offers Formula 1 fans a fantastic opportunity to get closer to the action both on and off the track,” said F1’s managing director of commercial operations, Sean Bratches. “We want people to experience the thrill of this exhilarating sport and that is what the F1 Experience program will deliver.”

QuintEvents’ president Brian Ruede added: “Through this partnership, we will deliver the new gold standard in fan engagement for a truly global audience.

“We have an intimate understanding of what corporate and individual fans want to see and do when they go to a Formula One race. QuintEvents’ role is to bundle the unique experiences of each circuit, along with travel requirements, into multiple package tiers and make it easy for customers to access them.”

Since it's £6.4bn takeover of the company, Liberty Media has vowed to revamp Formula One's antiquated commercial model and strike more lucrative TV deals with broadcasters.

Other commercial changes around Formula One include the recently appointed former World Rugby chief commercial officer, Murray Barnett, who was chosen to head up its international sponsorship operations.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.