{"id":8912,"date":"2023-10-10T14:42:47","date_gmt":"2023-10-10T13:42:47","guid":{"rendered":"https:\/\/www.twentyfirstgroup.com\/?p=8912"},"modified":"2023-10-10T14:43:11","modified_gmt":"2023-10-10T13:43:11","slug":"issue-24-how-f1-should-consider-its-expansion-strategy","status":"publish","type":"post","link":"https:\/\/www.twentyfirstgroup.com\/issue-24-how-f1-should-consider-its-expansion-strategy\/","title":{"rendered":"Issue 24 – How F1 should consider its expansion strategy"},"content":{"rendered":"
<\/div>\n

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How F1 should consider its expansion strategy<\/h2>
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The FIA\u2019s expansion strategy must consider the sporting product, and specifically expansion\u2019s impact on quality, jeopardy and connection (QJC).\u00a0\u00a0<\/span><\/p>\n

Andretti-Cadillac were strong bidders and it is no surprise they got the nod.\u00a0 Their heritage in motorsport through Michael Andretti\u2019s experience as a driver and Cadillac\u2019s expertise in engineering means on-track performance was likely to be superior to other bidders, protecting the quality of the F1 product.\u00a0 This may add to race jeopardy, and brings further connection in the US through both Andretti and the Cadillac brand.\u00a0<\/span><\/p>\n

Conversely, the LKYSUNZ bid was based on building connection to fans in South East Asia.\u00a0 While Asian brands account for only around 5% of F1 sponsorship deals – a fraction of the addressable market – performance concerns and related risks to race quality ultimately cost them.<\/span><\/p>\n

Either way, the QJC framework provides a structured way to predict future commercial value based on the impact on the sporting product.<\/span><\/p>\n<\/div><\/section>
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<\/span><\/span><\/div>
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By<\/span>\u00a0Ben Marlow<\/a><\/strong>
\nChief Strategy\u00a0Officer\u00a0<\/em><\/span><\/p>\n<\/div><\/section>
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<\/div><\/p>\n","protected":false},"excerpt":{"rendered":"

he FIA\u2019s expansion strategy must consider the sporting product…<\/p>\n","protected":false},"author":17,"featured_media":8913,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"inline_featured_image":false,"footnotes":""},"categories":[57],"tags":[],"acf":[],"yoast_head":"\nIssue 24 - How F1 should consider its expansion strategy - Twenty First Group Limited<\/title>\n<meta name=\"description\" content=\"he FIA\u2019s expansion strategy must consider the sporting product, and specifically expansion\u2019s impact on quality, jeopardy and connection (QJC).\u00a0\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.twentyfirstgroup.com\/issue-24-how-f1-should-consider-its-expansion-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Issue 24 - 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