This transcript has been lightly edited by AI
Sean Callanan (31:00.078)
Absolutely. We've mentioned a couple of times, I want to sort of talk about directly the impact of Drive Survive. You know, obviously it's brought in new fans and attracted, you know, new fans to the sport, brought new fans to the sport, but you've still got an existing fan base who sometimes can fire up at these new fans coming into a sport. How do you balance that welcoming in new fans who have been brought in the sport via Netflix and started to learn the drivers that way to, and, you know, welcome them in as well as
you know, keep your current fans on on board. I know we've had the same same. It's a good problem to have with you know, Taylor Swift bringing new fans into the NFL and how do you talk to those new fans as well as talking to existing fans? How is it something that you've managed?
Steve Garland (31:44.398)
Yeah, it's a great question. I think it all boils down into what is your target audience and having a really clear strategy on what audience you possess, but then also what audience are you looking to target and also engage to grow the business and grow the audience for your channels. we…
We've always been a team that wanted to be the entry point to fans into the sport. We've got a younger demographic that we engage. We're fortunate enough to have the brand behind us that also skews to that younger demographic. And for us, it's really making sure that we're able to engage and be a safe space for those new fans who want to explore and find out more about Formula One. But then also…
You know, we are true to that core fans who, you know, maybe started to support us when Seb Vettel was winning his championships all those years ago. It's a hard balance. Don't get me wrong. It's a hard balance, but we've actually found that just being really getting that data and getting that insight of what's working is where and that enables us to find the balance basically. So we do weekly monitoring of all of our, you know, accounts, all of our content that's going out.
And also benchmark that against other teams as well. So we really can see, you know, what's working in, in, you know, benchmarked against other teams and other sports. And yeah, without that, we wouldn't be able to kind of strike the right mark, but we actually see the, the, you know, the new wave of, of audiences has come to the sport as a real opportunity, especially for, you know, what we're looking to do with these are cash out, cash out racing balls. We want that team to be the team for.
you know, for Gen Z and that new audience. And we've really targeted that team and the content that we're delivering to be a safe space for, you know, for Drive to Survive fans, because we did recognize that quite often on not just on team channels, but within the F1 community, that if someone just wanted to find out a bit more about Formula One, or perhaps when came in with a comment that was
Steve Garland (34:03.694)
you know, they weren't to know and they were then they were shouted out of town by a hardcore audience. They really did, you know, our analysis showed there was this whole audience actually wanted to engage but didn't feel comfortable to because of the kind of engagement they were receiving in the background. So yeah, we've actually used Visa Cash and Racing Bulls as an opportunity to do something different again with that team than even what Red Bull have been doing on our digital channels and find
you know, that new audience and talk to that new audience in a way that we don't feel like any other team is doing. And in doing so, we become a bit of a safe space, safe space for them as well. And, you know, really kind of earn that, that engagement and be an entry point into the sport to, and, and, and, at a point where, you know, there's no risk in asking, asking questions. That also plays into the content that we ideate as well, making sure that we have a nice balance of, you know, in, in
introducing people to the sport with some how-to's and bulls guides that we do, but then also marrying that up with content. Like we ran last year for our 20th season where we were running the RB1 against the RB20 and doing 20 years of Formula One, content that really kind lends itself to its hardcore audience. So I think as long as you find that right balance, there is that way of still earning and building that audience of new generation fans, but also keeping the hardcore engaged as well.
