How do you improve the motorsports fan experience?

Since its launch some 10 years ago, Formula E has been gaining in popularity, with viewing figures seeing significant increases year on year.

To help drive ticket sales and revenue from races around the world, we worked with Formula E on their race offer and how they can most effectively market it.

To optimise the fan experience, we utilised advanced trade off techniques to understand the ideal combination of event-day features, discounts, and ticket bundling options to drive ticket sales. To finesse the marketing messages, we used our bespoke approach to measure the emotional impact of their ads – helping us to pull out the key messages which are having the most impact.

The findings fed into a framework and full toolkit for Formula E’s marketing teams to use for future races. Following this project, as of summer 2024, seven of the nine Season 10 events had sold out, with the remainder close to sell out. Fan satisfaction has increased by +11%; NPS improved by 18 points and there has been a 12% increase in likelihood to return in future years.