SponsorPulse Insight | Global engagement trends during the 2022 Formula One season

SponsorPulse outlines the global engagement trends during this season that look set to indicate good opportunities going into 2023.

Another Formula One season has come to an end, this year raking in more than US$715 million in revenue.

There is no doubt that the motorsport series continues to expand its reach among new audiences, including in the United States where engagement has grown by eight per cent since 2019.

While interest and engagement have been on the rise in the US, consumer interest still lags in comparison to European and South American markets where the sport is more established. 

SponsorPulse breaks down some markets where the series is most popular, shows good growth potential, and where sponsorship has the strongest impact with consumers – a good way to uncover some strong opportunities for 2023. 

Where is Formula One most popular?

SponsorPulse measures engagement based on several factors including whether the individual watched on TV or online, follows events, updates, or news, follows on social, has bought or worn merchandise, made a bet on it, or recommended to a friend in the past 12 months.

Italy is the most engaged country, with 60 per cent of residents between 13-64 interacting with the series in some form or another. Brazil follows at 58 per cent, Spain at 56 per cent, South Africa at 49 per cent, and Colombia at 54 per cent. 

Where is Formula One gaining momentum?

We use momentum to measure the number of people who expect their interest in a property to grow over the next 12 months. It’s a great indicator of growth and potential for sponsors. 

South Africa tops the list for growing interest, with 33 per cent of Formula One-engaged residents aged 13-64 stating that their interest in the series will grow in the next year. Spain and Portugal follow at 32 per cent, with Brazil and Japan closing the list at 31 per cent. 

Where is Formula One driving impact? 

One thing that every sponsor wants to know is whether their investment is working. We use purchase consideration to indicate potential sponsorship impact that tells us the percentage of an audience is likely to buy a brand, product, or service due to its sponsorship. 

In the case of Formula One, Brazil demonstrates the most purchase consideration, with 20 per cent of Formula One-engaged residents stating they would consider purchasing a sponsor’s brand, product, or service.

South Africa comes in second at 19 per cent, while 18 per cent of Japanese and Colombian Formula One fans would consider purchasing a brand simply because of their association with Formula One, 15 per cent of Argentinian fans state they would consider purchasing a brand because of that sponsorship.

Which markets should sponsors focus on for 2023?

With momentum and purchase consideration in mind, South Africa and Japan make an interesting case for further investment. F1-engaged audiences in both countries demonstrate growing interest and likelihood to convert.

Although South Africa hasn’t had a driver in the series since 1980, Japan’s Yuki Tsunada’s performance on the track has no doubt had a positive impact on the nation’s growing interest in the series. 


SponsorPulse is a consumer-data company on a mission to bring greater transparency to sponsorship decision-making. Get unlimited access to a full country’s worth of sponsorship data when you create a free account. 

To learn more about the SponsorPulse Insights platform, click here

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