Formula One enjoying surge of support in the Middle East, Nielsen data shows
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Qatar PM Mohammed bin Abdulrahman bin Jassim Al Thani (centre, right) and FIA president Mohammed Ben Sulayem at the Lusail International Circuit racetrack, on Dec 1.
PHOTO: EPA-EFE
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DUBAI – Formula One is enjoying a surge of support in the Middle East, with younger female fans the fastest growing demographic globally, according to data published by Nielsen Sports on Dec 3.
The Gulf region has four races, one more than the United States, in a season that ends this weekend at Abu Dhabi’s Yas Marina Circuit with McLaren and Ferrari fighting for the constructors’ title.
Red Bull’s Max Verstappen has already won his fourth consecutive drivers’ world championship.
The figures showed female interest increasing by 11 per cent compared to 2023 in Saudi Arabia, and 10 per cent among men, with the biggest growth in the 50-69 age bracket.
Jeddah hosted a race for the first time in 2021 and Saudi energy giant Aramco sponsors Aston Martin as well as the sport as a whole.
“New sponsor categories are opening up. We’re seeing a significant shift in the brands engaging in the sport attracted to this changing fan demographic,” said Nielsen Sports’ global general manager Jon Stainer.
Nielsen said one in four of the 46,000 people surveyed across 37 international markets claimed to have become a fan of Formula One after watching the Netflix docuseries Drive To Survive.
The data showed 41 per cent of F1 fans were female, with those aged 16-24 the fastest growing group.
Nielsen also said Formula One was now the most popular annual sporting series, with more than 750 million fans worldwide. Global interest since 2021 had risen by 5.7 per cent, or 50 million people.
The average team sponsorship deal rose sharply from pre-pandemic levels, from US$2.87 million (S$3.87 million) in 2019 to US$5.08 million now and with an average duration of 3.2 years, compared to a previous 5.2.
There was also a more diversified array of sponsorship, ranging from crypto to luxury LVMH brands.
IT sponsors made up 20 per cent of the spend, compared to 3 per cent in 2019, while the contribution of financial services to all sponsorship revenue grew from 2 per cent to 17 per cent.
Title partners of top teams generated on average more than US$6 million in media value per race, according to Nielsen’s own metric.
Formula One also continued to grow in established European markets, up 2.3 per cent in Britain and 4.5 per cent in Germany on 2023. Germany, home of Mercedes and Audi, currently has no race or a winning driver.
“Formula One is a perfect example of a rights owner innovating its relationship with fans,” added Stainer.
“Growth of interest, especially among women and newer markets like Saudi Arabia, can be attributed largely by a shift in how the teams and drivers are profiled today, and the access they are affording global audiences.” REUTERS
