The Opportunity
We began working with Formula 1 in 2018 as consultants to review and improve the delivery of official fan zones at races around the world. By 2019, we were supporting the Formula 1 team in planning and enhancing fan engagement experiences at all live events.
In 2020, we worked with F1 on broader audience activation opportunities, including Run the Track and Fan Festivals. From 2021 onwards, our role evolved: we became the official Event Delivery Managers for fan zones at each race, responsible for working with suppliers, promoters and internal F1 departments to ensure a safe, consistent and enjoyable fan experience across the global race calendar.
The Work
Our role started with analysing fan zone operations and identifying ways to improve delivery. As our relationship with F1 developed, we were brought in to support international promoters and manage the planning and delivery of every fan-facing area across the paddock and public zones.
Today, we lead the on-site fan zone operations at every race, managing the consistency, safety and experience of each live environment. We coordinate with stakeholders around the world to uphold the Formula 1 standard, while adapting locally to each venue’s requirements.
Our responsibilities include:
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Site planning and operational readiness
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On-site event delivery and fan zone build management
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Liaison with local promoters, suppliers and F1 departments
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Staffing of delivery managers for each fan zone globally
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Consistency of fan experience across all 24 races
The Highlights
In 2023, our fifth year with Formula 1, we provided staffing for pre-planning and on-the-ground delivery at all 24 races across the calendar.