Out with the Old, In with the New
F1 & Golden State Warriors Deliver Latest in Sports Marketing
On Today’s Agenda:
McLaren Racing & Seamless Digital Bring Digital Advertising to F1 Cars
Golden State Warriors Partnership with Doordash takes Delivery to a New Level
Formula 1 Brings Immersive Arcade experience to Fans
McLaren: Racing into the Future of Partnerships
McLaren Racing & Seamless Digital Bring Digital Advertising to F1 Cars
By Christopher Nascimento
Beginning with the United States Grand Prix, McLaren Racing will have a two-system display available on the cockpits of their MCL36 cars. This latest addition will remain on the cars for the remainder of the 2022 season whilst also providing an outlook of what’s to come.
These displays will allow new opportunities for motorsport marketing. Think about it. You can now refine and innovate how partnerships are leveraged within the sport. More ads can be sold, the opportunity to be creative with ad design can increase, and the ability to sell dependent on race is now there.
But what if we take this one step further… Formula 1 teams are already at the top of innovation in sports. If they wanted to, these teams could build a rocket, and enter orbit. Therefore, with the current display technology, they now have, how far-fetched would it be for the full car to become a display? I’m aware weight, aerodynamics, etc. come into play but I’m confident this will be an innovation that is around the corner. Heck, they’re already on the helmets as well.
The NHL has entered this realm recently with their newly announced digitally enhanced dashboards (DED), which allow teams and the league to adapt ads to a given market – local, national, and international, and track them more easily. If you want to learn more about DEDs stayed tuned for next week’s but for now, let’s look forward to the United States Grand Prix and McLaren.
From the Court, to your Door
Golden State Warriors Partnership with Doordash takes Delivery to a New Level
By Hiral Patel
With the NBA season tipping off earlier this week, fans had their eyes glued to the action on the court – and sometimes the action off the court. Fans on NBA Twitter or Reddit must have caught wind of the events during a Golden State Warriors practice between Draymond Green and Jordan Poole. Our focus this week will be on the Warriors’ moves off the court, but we’ll leave the locker room situation with TMZ.
In other Warriors news, the team had announced a multi-year partnership with Doordash, becoming the Official On-Demand Delivery Platform for the Golden State Warriors (NBA), Santa Cruz Warriors (GLeague), Chase Center (Arena), Warriors Gaming Squad (Esports), and the Golden Guardians (Esports).
Beyond the typical assets, you will find in a large sponsorship (arena and broadcast visibility, social media inclusion, etc.), this partnership takes another step towards fan engagement, something that sports marketers are seeing more and more of with tech and sports partnerships. The partnership will allow the Doordash platform to integrate with all events at Chase Center, including Warriors games – where fans attending the game can now order in-arena food and drink using the Doordash app.
Chase Center will be the first arena to offer food and beverage offerings through the application. The payoff for both sides is front-and-center, with the Warriors and Doordash creating a consumer behaviour path and aiming to better serve their fans.
Additionally, the app will have special Warriors gameday offers, including a “Golden Gamedays” campaign for Doordash’s Dashpass members, which aims to connect users to local Bay Area restaurants and provide discounts and prizes throughout the season. For the Warriors first home game, an exclusive coupon code was also offered in the app for 50% off orders of $20 or more (up to $10 off) in the Bay Area.
Making Dreams Come True with F1
Formula 1 Brings Immersive Arcade experience to Fans
By AJ Hewish
If you ever went to an arcade with your friends as a kid you surely remember the old driving games that you would spend hours on—racing against your friends sitting in front of the 90s-era screen with the steering wheel in front of you. Well F1 is bringing the nostalgia back to the big stage.
Announced earlier this week, F1 is set to launch their premium and first-of-its-kind experiential venue, known as F1 Arcade, in London this November. Around the corner from St. Paul’s Cathedral and Tower Bridge in Central London, the F1 Arcade will feature 60 motion F1 simulators and give fans the opportunity to live out their racing dreams, while enjoying best-in-class food and drink offerings.
According to F1, the arcade “has been created for F1 fans and newcomers to the sport alike and will cater to a wide range of groups and occasions, from nights out with friends to family experiences, corporate events and everything in between.”
Check out the stunning new arcade here:
F1 is taking it to a whole new level. We’ve seen esports venues around the world, we’ve seen racing simulator games at home, and of course, we’ve seen restaurant and drink venues. Well F1 did some pretty simple math: A+B+C = F1 Arcade.
Video games are on the rise and technological advancements aren’t slowing down any time soon. By introducing 60 state-of-the-art F1 simulators, racing fans will be able to experience the true racing life. Combining the high-tech racing environment as well as the food and drink service platform, F1 fans and non-F1 fans can gather in London to race against one another or just hang out with good food and tasty drinks.
