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Business of F1

Originally Published on
SummaryApr, 2018

Formula 1 is an iconic sport. From the fastest road course racing cars in the world to show stopping venues in every corner of the globe, F1 is a sport of drama, adrenaline and money. With the cars alone costing millions and the events costing even more, you can expect every race to be a spectacle to behold. Raconteur’s Business of F1 report will be running for 8 weeks covering everything from the one of a kind hospitality at the Marina Bay Street Circuit in Singapore to the top 10 brands in F1. Whether you’re interested in eSports, hospitality, digitalisation, Ferrari or broadcasting, this report is a collection of all the hot topics in F1

In this report

Revamped logo launches Formula 1’s new era

F1’s owner Liberty Media has taken a controversial step ahead of the 2018 season: changing the sport’s emblem after 23 years 

Changing the image of a brand as historic and well known as Formula 1 was always going to be a calculated risk. So when the sport’s new owner, Liberty Media, took the decision to revamp the F1 logo after 23 years ahead of the 2018 season, the mixed response came as little surprise.

F1’s previous logo, used between 1994 and the end of the 2017 season, featured the letter ‘F’ next to a flag, creating an optical illusion in the middle to form the ‘1’. But as part of its push to make the logo more digital friendly and to put its stamp on the brand following its takeover in January 2017, Liberty unveiled the new F1 emblem ahead of last year’s season-ending grand prix in Abu Dhabi.

Featuring two curved lines to form the letter ‘F’ next to the ‘1’, the new, red logo was subject to an extensive research and design process with advertising firm Wieden + Kennedy.

“The fans want to get back to racing,” F1’s head of marketing Ellie Norman said. “It’s about the realness of it, the grittiness, the human element, and that kind of wheel-to-wheel racing. Wieden + Kennedy took that inspiration and have created this logo.

“It takes inspiration from the low-profile shape of the car, two cars crossing a finish line and it is incredibly bold and simple. But as we apply this in today’s kind of market and being mobile and digital led, we have much more flexibility and versatility with this logo.”

Sean Bratches, the sport’s commercial chief, said: “We are trying to reposition Formula 1 from a purely motorsport company to a media and entertainment brand with the heart and soul of a race car driver in the middle of it.”

“I think your brand and your mark represents the spirit of where you’re going. It’s an identifier for consumers in terms of how they represent the company or the brand. A number of brands, particularly in this day and age, are trying to simplify their mark to enter the digital space.

“If you look at Starbucks as an example, or Coca-Cola, which has taken the condensation off its logo to enter digital. We felt we had to go a little bit further to retool it to position us on a going-forward basis.”

The move did not go down well with F1’s fans, or the sport’s drivers. “I think the one that we already had was an iconic logo,” said Lewis Hamilton, four-time F1 world champion and the sport’s most recognisable star. “Just imagine Ferrari or Mercedes changing their logo.”

Bratches said: “We’ve not gone into this light-heartedly. We’ve given it a lot of thought. From my eye it seemed to be dated and seemed not to reflect where the sport could go. With all logo changes, whether they are wholesale or modest adjustments, people will have an opinion.”

F1’s technical chief Ross Brawn gave a blunter riposte to criticism of the new logo, saying it marked the start of a new era for the sport. “The Abu Dhabi paddock was the scene of symbolic events for the sport, one was the unveiling of the new Formula 1 logo,” he said. “Over the past few days the question was asked as to whether the logo is really a major priority – and the answer is yes.

“The new logo is much more flexible in terms of its use, especially when it comes to its application on merchandising and in the digital world. It has impact. The old logo was neither iconic nor memorable,” Brawn added.

“It was important to let Formula 1 fans see that we are entering a new era. Our sport is changing and must look to the future and also outside its own environment if it is to attract new fans, especially among the young.”

The significance of revamping the F1 logo went beyond the purely commercial aspect. It very much marked a break with the past; a break with the previous F1 regime, headed by Bernie Ecclestone; and a break with the past ideals on which the sport was run.

Liberty has focused almost entirely on laying foundations for the future of F1 during its first year in charge. A fresh approach to broadcasting and the sport’s digital presence has been the biggest change for fans experiencing F1 – and the new logo ties in with that.

Nevertheless, in a sport that is moving increasingly away from its past, the loss of the old logo is one more concern for fans who are uneasy about the rapid rate of change, fearing the loss of F1’s old identity.

Singapore Grand Prix by numbers

What drives the stats behind Singapore GP?

5.065

The total length, in kilometres, of the Marina Bay Street Circuit which is the venue for the Singapore Grand Prix. It was the first street circuit in Asia for Formula 1, the sport’s original night race and a key indicator of form with six Singapore Grand Prix champions in the past six years going on to win the F1 World Championship. The overall area covered by the Circuit Park is 799,000 square metres, which is more space than would be covered by 80 football pitches.

61

The number of laps to complete the race. This brings the total distance travelled to just over 305km (308.828km to be precise), the minimum length of a Formula 1 race outside of Monaco. The Marina Bay Street Circuit is also one of the only five tracks in the 2018 Formula 1 calendar which runs anticlockwise, along with the likes of the Yas Marina Circuit in Abu Dhabi. The top speed reached on each of these laps is up to 325 kilometres per hour between turn 6 and Memorial turn, which is turn 7.

23

The number of turns on the track and highest number of turns of any track in Formula 1. Turn 10 is known as the Singapore Sling, named after the ubiquitous gin-based cocktail of the same name that was pioneered at the Long Bar in Singapore’s Iconic Raffles Hotel. The Singapore Grand Prix holds the unique record of having a safety car appearance in every race to date, with 16 deployments over 10 races, with the drivers often taking racing lines just millimetres from the concrete barriers.

700

The weight, in tonnes, of F1 cargo flown in to the Singapore Grand Prix on seven jumbo jets. This includes all 20 cars, with the minimum weight increasing to 734kg this year on account of the new cockpit protection device, Halo.

4,880

The approximate number of times a driver would change gears in a single race, which is 70 gear shifts a lap. 59% of the total lap distance is spent at full throttle, while the drivers experience a maximum lateral force of 4.5G going into turn 22, which is the penultimate corner of the track.

F1 embarks on fan-first digital push

Liberty Media sees long-term value in creating a bigger audience for the sport

Formula 1 has experienced a seismic shift in its approach to digital media in the wake of Liberty Media’s takeover of the sport in January 2017.

As Liberty looks to build F1 into a wider-reaching entertainment brand, it is pursuing mediums such as streaming services and live video and is relaxing filming restrictions to enable teams to produce better content in the paddock for the sport’s 500 million fans worldwide.

The push into an expanded digital realm marks a shift away from F1’s previous management, headed by Bernie Ecclestone. The struggles faced by his F1 Digital platform, which launched in 1996 before folding six years later due to low consumer interest, did much to knock his belief in the potential for digital expansion.

In a notable quote, Ecclestone said in 2014 that he thought the shift towards social media would be “very short-lived”, and that people were “starting to think that it is not as good as they thought”.

F1 began to adjust its stance while still under Ecclestone, adopting a new social media strategy in 2016, yet it was largely a blank canvas that Liberty inherited.

F1 is almost a start-up

“F1 is almost a start-up,” Ross Brawn, F1 sporting managing director, said last November. “There had been so little done on the digital and social media front, so for us it really has been a fresh start. It’s good and bad. It is good because we have got an opportunity to create what we need going forward for the future, but bad because there was nothing there to build on.”

At the heart of F1’s digital push under Liberty is F1 TV, its new streaming service that enables fans to subscribe directly and watch the sport in an innovative way. A new F1 website is set to launch later in the year, while additional digital offerings are also in the works, including greater use of the sport’s historical video archive.

Teams have been given more freedom to film short videos while in the F1 paddock, having previously been forbidden from doing so. And a digital series is being filmed following the success of Amazon’s ‘Grand Prix Driver’, which went behind the scenes at McLaren last year before being launched via its video streaming service in February.

F1’s fresh push on digital comes at a time when it is trying to capture a new generation of fans. The sport’s TV audience has fallen by around one-third in the past decade, but its new bosses are working hard to reverse that, targeting younger F1 fans through social media and electronic sports. In the past, the fan experience was not top of F1’s priority list, but that is changing.

“I think digital more broadly is a huge lever to drive fans,” said F1’s global head of digital and new media, Frank Arthofer. “Everything we’re doing, from investing in our social media channels, which have grown 70 per cent year on year, to building the F1 TV service, to esports, to relaunching F1.com and the app at some point in 2018, is very much with the goal of not just growing the fan base, but deepening our engagement with our current fans. That’s pretty much the mandate, and success will be measured on that criteria firstly and foremost.”

Although the heavy investment in new areas such as digital led F1 to make a $37 million loss through 2017, the long-term value in bringing new fans on board is at the forefront of Liberty’s thinking.

Everything we’re doing here related to serving the fan obviously will deliver incremental value in the long term

Arthofer said: “Everything we’re doing here related to serving the fan obviously will deliver incremental value in the long term to the business. But we’re not sitting around looking at a specific target where we say ‘Yes, that’s successful, and if we miss that then we’ve been unsuccessful’.

“I think the world of online streaming is evolving so quickly that building a great product that’s very stable is a win. We like looking at Reddit and seeing what our fans say and making adjustments based on the feedback that they give us. This is not lip service – it’s truly about delivering a great service for the fans this year.”

McLaren executive director Zak Brown noted Liberty’s digital push when asked to review its first year in charge, saying he was impressed by its efforts so far.

“I think they’ve had a very good first year,” Brown said. “I think they’ve done a very good job listening to the fans and focusing on the fans, the marketing of the sport and opening up digital, social, driver access, and team engagement. They’ve been very transparent on their activities, so I think they’ve had a good first year.”

The momentum is building, and as F1 looks to reverse the decline its TV viewership, the digital realm offers an opportunity to attract new fans as well as enhancing the experience of existing ones.

Singapore Grand Prix is back, bigger than ever

After last years blockbuster at the Singapore Grand Prix, what more could this year have in store?

There are races. And then there’s Singapore. Every year the race goes off script, and delivers something extraordinary.

Last year it was a blockbuster.

Lewis Hamilton called it “crazy”. Commentator Martin Brundle shouted himself hoarse inside ten seconds, shrieking “Carnage!” as the green light triggered a melee. The lead three cars drew parallel on the opening straight, and then converged. The two Ferraris of Sebastian Vettel and Kimi Raikkonen put Max Verstappen’s Red Bull into a sandwich. The trio melded together in an explosion of smoke, sparks, flying carbon and bouncing wheels. Behind them, 17 cars surged through the debris as photographers hammered the shutter buttons. Poor Fernando Alonso got T-boned by a Verstappen’s sliding wreck.

At one moment Vettel appeared to undertake Kevin Magnussen… going backwards.

Injuries, mercifully, were zero.

Some sports clashes get a reputation for drama.

In F1, Singapore is the race to brace for. The contest is ferocious. The story-telling unpredictable.

There’s a good reason for it.

Marina Bay Street Circuit has 23 turns, more than any other circuit. The straights are fast, and the transitions push the drivers hard – there are 5,000 gear changes per race. The tight bends, and surges of G-forces pull the cars together in waves. There’s no cruising in Singapore. It’s constant racing.

Just listen to the drivers. Lewis Hamilton says, “The race is always a highlight of the season. A great city, which looks spectacular under the lights with the tricky street circuit below – my favourite kind of track to drive.”

Even the weather can play a part. Last year’s race was the first wet race. The slip and slide suited championship leader Hamilton perfectly. He danced past the drama (and collisions) for a win to treasure.

“The rain was a miracle,” he declared after his win. “I had no idea it would be such a positive outcome.”

Sebastian Vettel has a personal romance with the circuit. He’s won four times, including an ’11, ’12, ’13 hat-trick. He’s also been dinged up, overtaken by surprise, hit with 25-place penalties, and had his wheels ripped off. Two years ago he raced from last on the grid to finish 5th – just the sort of surge that can happen at Singapore. His view: “Even though it hasn’t been on the calendar for decades, it still feels like a classic and it’s a very nice race to come to. It means a lot to me.”

The night-race aesthetics set the mood. The action is amped up in glorious saturated colours. The circuit weaves through the city like a strand of gold draped on a cloth of blue. Each crackle of sparks and belch of flames are visible.

Look up, and the skyscrapers around the Marina Bay’s central business district loom high, like props from a sci-fi movie. Photographers journey to Singapore for portfolio cover-shots. It’s the closest they’ll get to a Blade Runner set made real.

Better still, listen to the fans. From petrol heads to first timers, the enthusiasm is extraordinary. The ratings on TripAdvisor are near perfect: “Everything you could ask for and more in F1! The night race adds a whole new dimension to F1 racing. F1 purists will love this race!” says just one of nearly 500 rave reviews. “Racing cars in the middle of the city. It doesn’t get any better than that. The race conjures up a festival-like atmosphere with music, food and people…lots of people. Once in a lifetime experience,” says another.

Where else can you sit close enough to smell the tire fumes, dine on world class cuisine so varied you could stay for a month and not exhaust the menu, party not only with a myriad of roving performing acts around the circuit, but also to international entertainment acts who have headlined at the Padang stage in the past like Kylie Minogue, Bon Jovi, Robbie Williams, Queen and Adam Lambert, Imagine Dragons, Rihanna, Calvin Harris and many more?

Singapore is three days of pure adrenaline rush, peaking with the rawest, most brutal racing in motorsport.

If there’s one race to go to this year, make it Singapore.

The FORMULA 1 2018 SINGAPORE AIRLINES SINGAPORE GRAND PRIX will be held from 14th to 16th September.

To find out more, visit: www.singaporegp.sg

The fight for a more competitive, healthier F1 grid

A new commercial agreement is due in 2021, but consensus is proving hard to reach as teams consider their own interests

A saying in Formula 1 is that if you want to make a small fortune from the sport, start with a large fortune.

Taking on the challenge of racing in the world’s most-watched motor racing series is no small feat. Manufacturers use F1 chiefly as a way to develop new technologies and market their road vehicles, yet for privateer teams – those not owned by a major car manufacturer – the challenges are greater.

Unlike the big companies, the smaller teams on the F1 grid exist only to race. They have smaller budgets, which leads to lower headcounts. This makes it harder to compete with the teams at the head of the pack, creating an imbalance in results. Compared with other sports, the odds of a shock victory are lower.

Only four F1 teams have won races in the past five years, and Mercedes, Ferrari and Red Bull account for all but one of those victories. The big three surged clear of the rest of the F1 pack last year, taking 59 of the 60 podium positions on offer.

If we never have a chance to win, I’d really have to question why we’re here

The lack of competition has led to discussions about a possible change in the rules to offer a more level playing field. American businessman Gene Haas, who set up an F1 team in 2016, said last year: “If we never have a chance to win, I’d really have to question why we’re here” – a view shared by many up and down the F1 grid.

The desire for closer competition comes as F1 nears a crossroads regarding its future. New technical regulations are expected for the 2021 season, as well as a fresh commercial agreement when the existing deal expires at the end of 2020. A suggestion of a cost cap, limiting the amount teams can spend on their F1 programmes, has been put forward, and a redistribution of revenue to ensure more balanced payouts is under consideration.

For Jean Todt, the president of the FIA, motorsport’s global governing body, changes have to be made to make F1 more sustainable for teams.

We want to reduce the costs. Over the years there has been too much spending

“Each competitor is important to F1,” Todt said. “But we know historically that there has been a big turnover amongst certain manufacturers and the smallest teams. We want to reduce the costs. Over the years there has been too much spending. At the moment, we have about six to seven teams who are struggling in Formula 1. It is not acceptable to have the pinnacle of motorsport where 60 to 70 per cent of the field are struggling to survive.”

However, the teams at the top are eager to protect their advantage. Ferrari has threatened to quit F1 over plans for the future amid uncertainty about its financial benefits. Mercedes, Red Bull and McLaren are among the other teams that benefit from the current commercial structure.

Consensus in F1 has always been hard to achieve. The last attempt to establish an all-inclusive, democratic body – the Formula One Teams’ Association – failed when the bigger teams broke away to set up their own group. The struggle to get all parties to agree has led to calls for the two bodies running F1, the F1 Group and the FIA, to be more authoritative in outlining what the post-2020 sport will look like.

Red Bull team owner Christian Horner said: “It really needs alignment between the commercial rights holder [F1 Group] and the governing body [FIA]. As soon as they are on the same page, it becomes irrelevant what the teams want. They need to align themselves and then present what they want the regulations to be. We’ve got interested parties sitting outside Formula 1 and again, timing is crucial for them if they are looking at entering F1 in 2021.”

A cost cap is top of the agenda for those on the outside of F1 looking to join the grid. But the last attempt to introduce a spending limit, in 2010, failed and contributed to the eventual collapse of three teams that signed up to enter under the premise of a $60 million cost cap. As a result, suggestions of a new limit are met with apprehensiveness.

Talks regarding F1’s future are set to continue in the coming months. All parties are keen to get a set of regulations and agreements in place, yet the longer deliberations roll on, the more difficult it becomes for teams – big or small – to plan and adjust.

I think the teams need to know what the way is so we can make plans – 2021 is not far away

Haas F1 team principal Günther Steiner said: “I think the teams need to know what the way is so we can make plans – 2021 is not far away. I think that there will be something coming out soon hopefully. At least we can make plans on how to conduct business at the best.

“I think the big teams would have the bigger problem, if you go from a big spend to a small spend, you’ve got a lot of work to do. I guess the big teams don’t want a cost cap anyway,” he added.

But for Steiner, self-interest needs to be overcome for the benefit of the sport.

“Getting the field closer together, which can be done with the budget cap, I think – that is top of the list [for the future],” Steiner said. “This is not a Haas agenda. This is an agenda for the sport, getting the field together so the fans get exciting racing.

“You get the odd curveball thrown in there. It’s always nice, people talk about it. We had complete Mercedes domination for a long time. Then we had last year the race between Ferrari and Mercedes which was already good, but the gap [to the rest of the field] is just too high.”

While the battles may take place on track, it will be the commercial battles off it that set the tone for the sport’s future post 2021.

And if a cost cap does come into force, the old saying of needing a large fortune to start in F1 may no longer ring true.

Top 10: F1’s fastest-growing races

More than four million fans watched Formula 1 live last year, but which events are gaining most in popularity?

Formula 1 draws in millions via television and online streaming each race weekend, but it also proves to be a hit for fans to attend live.

Since completing its takeover of F1 in January 2017, Liberty Media has been working hard to identify its biggest existing markets, and those that offer untapped opportunities, as part of its plan to expand the sport globally.

More than four million fans attended F1 race weekends through 2017, an 8 per cent rise on the same races the year before – but which grands prix are experiencing the fastest growth rates?

  1. Chinese Grand Prix (attendance: 145,000) – 3.57 per cent increase

China joined the F1 calendar in 2004 during the sport’s first phase of expansion in Asia, creating a purpose-built facility on the outskirts of Shanghai. While attendance figures have fallen by almost 50 per cent since the inaugural race, the Chinese Grand Prix enjoyed a boost last year with a small rise in fans coming through the gate.

A new contract for the race was confirmed in September, ensuring that F1 will continue to visit China for at least three more years. With speculation of a Chinese team aiming to join the grid in the near future, it could mark the start of a revival for F1 in the world’s biggest car market – one that could be very valuable to Liberty Media.

  1. Spanish Grand Prix (177,984) – 7.85 per cent increase

Much of the Spanish public’s interest in F1 depends on the success of star driver and two-time world champion Fernando Alonso.

Despite nearing five years without a race win and having endured some of his worst F1 seasons in recent times, Alonso remains a big draw, and the Circuit de Barcelona-Catalunya enjoyed a decent rise in attendance last year.

Carlos Sainz Jr, who races for the Renault team and is widely tipped to be a future F1 star

Spanish interest has been boosted by the arrival of a second home driver on the grid: Carlos Sainz Jr, who races for the Renault team and is widely tipped to be a future F1 star. Given that Alonso is set to be in a more competitive car through 2018 after the McLaren team’s split with struggling engine partner Honda, the Spanish Grand Prix should continue on a growth trend.

  1. Australian Grand Prix (296,600) – 9.12 per cent increase

The Australian Grand Prix has been the curtain-raiser for all but two F1 seasons since 1996, with the city of Melbourne offering a warm welcome to the paddock each year, as well as hosting almost 300,000 fans across the race weekend in 2017.

It is almost 40 years since Australia last had a world champion driver, but current Red Bull racer Daniel Ricciardo has helped boost interest. Not only has Ricciardo been successful on track, leading Red Bull’s charge with five race wins, he is also a hugely popular figure on the Australian sporting scene.

Outside of home interest, a large number of tourists travel to Australia for the first race of the season, eager to see the new raft of cars go wheel-to-wheel on track at the earliest opportunity.

  1. Hungarian Grand Prix (199,000) – 13.07 per cent increase

The Hungarian Grand Prix was a landmark event when it joined the F1 calendar in 1986 as the sport’s first race behind the Iron Curtain, but it was no flash in the pan.

32 years later, it remains one of the most popular races on the calendar, with the Hungaroring circuit’s close proximity to Budapest making it a favourite for tourists looking to combine a city visit with a grand prix weekend.

The race proves popular among fans from Poland, Germany, Austria, and, in particular, Finland, acting as an unofficial ‘home race’ for Kimi Raikkonen and Valtteri Bottas.

  1. Belgian Grand Prix (265,000) – 13.38 per cent increase

Following a rough patch of low attendance figures, the Belgian Grand Prix has enjoyed a big revival, posting record gate numbers for the race at the iconic Circuit de Spa-Francorchamps last year.

Much of this rise is down to the success of 20-year-old F1 Dutch wonderkid Max Verstappen. An army of fans make the short trip across the border from the Netherlands, turning the grandstands at Spa orange throughout the race weekend.

  1. Singapore Grand Prix (260,000) – 18.72 per cent increase

Singapore broke ground in 2008 as F1’s first night race, and the sheen of the event is yet to wear off. The circuit is illuminated for the race weekend, offering views and an experience unmatched in the sport.

A near-20 per cent lift in attendance strengthens Singapore’s case for being part of Liberty’s future vision

Despite concerns about falling interest for F1 in Asia and the rising cost of hosting the race, officials in Singapore struck a deal last year to keep the event on the calendar for another four years. A near-20 per cent lift in attendance strengthens Singapore’s case for being part of Liberty’s future vision, having quickly become an iconic event for F1 and wider sport in Southeast Asia.

  1. Canadian Grand Prix (360,000) – 20 per cent increase

Despite some struggles in the United States, F1 has always enjoyed a decent level of interest in neighbouring Canada. Jacques Villeneuve became the first Canadian F1 world champion in 1997, and youngster Lance Stroll looks set to fly the flag for many years to come.

The race in Montreal offers visiting fans a perfect mix of a buzzing city and a classic grand prix circuit. A total of 360,000 fans came through the gate across the race weekend in 2017, making it F1’s best-attended event.

A new long-term contract was agreed last year, running to 2029, and a state-of-the-art pit complex looks set to keep the Canadian Grand Prix as one of F1’s leading races.

  1. Italian Grand Prix (185,000) – 25.42 per cent increase

As the home race for Ferrari and its passionate ‘Tifosi’ fan base, the Italian Grand Prix is one of F1’s most iconic events. The Autodromo Nazionale Monza on the outskirts of Milan ranks as the fastest track on the F1 calendar, causing it to be nicknamed ‘La Pista Magica’, or the ‘Temple of Speed’. It offers some of the most spectacular on-track battles of the year.

Despite a brief slump and uncertainty about F1 continuing at Monza – a track that has been on every calendar bar one since 1950 – the future looks bright for the Italian Grand Prix.

Aided in part by Ferrari’s better displays on track last season, the race saw attendance rise by more than a quarter last year, and an extension of the new contract running through to the end of 2019 is thought to be a formality.

  1. Austrian Grand Prix (145,000) – 70.51 per cent increase

The Austrian Grand Prix returned to the F1 calendar in 2014 after more than a decade’s absence thanks to investment from energy drink giant Red Bull, which poured significant resources into reinvigorating the old A1 Ring circuit in Spielberg, about two hours’ drive from Vienna/

Max Verstappen’s loyal army of Dutch supporters swarmed to Austria last year, with multiple grandstands being dedicated to the 20-year-old’s fan club as he looked to take victory for the Red Bull team at its home event. Fans from all over Europe also took advantage of the wide camping availability at the venue, while the lack of a race in neighbouring Germany last year boosted attendance at the Austrian event.

However, the majority of fans who came through the gate would have been left disappointed: Verstappen crashed out on the opening lap, ending hopes of a popular win for Red Bull.

  1. Azerbaijan Grand Prix (71,451) – 138.17 per cent increase

Azerbaijan became the latest country to join the F1 calendar two years ago when it hosted the European Grand Prix at a new, high-speed street circuit in the centre of its capital, Baku.

An action-packed on-track spectacle saw Baku top most of the ‘race of the year’ polls

Following a soft launch in 2016, the race became known as the Azerbaijan Grand Prix last year. It vastly expanded its ticket availability, resulting in a meteoric rise in attendance. This made it the fastest-growing race on the F1 calendar.

An action-packed on-track spectacle saw Baku top most of the ‘race of the year’ polls as title rivals Lewis Hamilton and Sebastian Vettel came to blows, cementing the Azerbaijan Grand Prix’s place in the minds of F1 fans all over the world.

All data from Formula 1

Taking hospitality to the next level at the Singapore Grand Prix

Your guide to a world-class hospitality experience

Formula 1 is more than a sport, it’s a lifestyle. For corporate hospitality in sports, it’s a benchmark. Of all the Grand Prix, Singapore sets the bar.

Tucked away trackside are the exquisite Singapore F1 hospitality suites, curated to blend the luxury of a five-star hotel with an electrifying atmosphere to thrill novices and seasoned race-goers alike, setting the benchmark for unparalleled corporate hospitality.

It should be mentioned that all the hospitality suites offer a chance to meet and network with business decision makers from across the world. Singapore is global capital of business. Introductions and deal-making are routine at the Grand Prix.

This is your guide to the legendary Singapore suites.

Formula One Paddock Club™

The pinnacle of hospitality - the epitome of luxury, elegance and tranquillity as guests feast their eyes on a palette of colours, drama and gastronomy. This is the place to be seen and heard for the electrifying race weekend as guests witness anybody who’s anybody in Formula One™. Step into The Garden, an oasis of peace away from the race, with gastronomical delights from celebrity chefs, themed bars, live entertainment and even a spa. Guests can then partake in a walk down the pit lane to see the pit crew at work in their garages or head to the luxurious Paddock Club suites where free-flowing canapes, champagne, wine, beer and soft-drinks and gastronomical delight awaits.

Sky Suite

The fully air-conditioned suites and private viewing balconies boast panoramic views of the race to get closer than ever to the action. Enjoy first-class cuisine washed down with epic bespoke cocktails on the rooftop bars at the Sky Terrace. There is roving entertainment, personal attention from dedicated Suite Ambassadors, and up-close view of the dazzling post-race fireworks.

Opt for a table at a shared suite or book a dedicated suite to entertain your valued clients. With more options to customise your suite as well as the food and beverage menu, the possibilities are endless.

Twenty3

The latest edgy offering offers a multitude of vantage points and is strategically located on the final corner of the circuit with fantastic views of the track and the podium. The vibe is high energy, with industrial-luxe aesthetics, multiple entertainment areas, and three award-winning restaurants within the massive 3,000 square metres compound. At the two-storey Apex Lounge, a resident DJ will spin house music as you mingle over craft beers and cocktails from some of Asia’s best mixologists.

The Green Room

The Green Room offer a relaxed yet plush environment. The mood is chilled. The food is five star with a wide selection of complimentary wines, beers and soft drinks. There’s access to the F1 Village and concerts throughout the Circuit Park. The Green Room is flexible about hosting guests – there’s no minimum guest requirement.

Lounge @ Turn 3

Elevate your Formula 1 experience with access to the exclusive Lounge @ Turn 3. Located at the end of the first set of turns, the Lounge @ Turn 3 offers prime views of the cars competing for overtaking opportunities at the first turn before braking to 90 kilometres per hour as they tackle Turn 3, pick up speed and go full throttle down Republic Boulevard. Throughout the race weekend, fuel up with tantalising meals and snacks in between races, and complement your meal with a selection of wines, beers and soft drinks from the open bar inside the lounge.

Non-stop entertainment

Singapore parties harder than any other race. The entertainment is so grand it rivals the track action.

Last year’s 10th edition line-up included headlining acts like global DJ sensation Calvin Harris, pop superstar Ariana Grande, synth-pop veterans Duran Duran, US pop rockers OneRepublic, American DJ duo The Chainsmokers, and British singer-songwriter Seal amongst others. 2018’s line-up is yet to drop, but you can be assured of an equally spectacular programme this September.

For more information, email [email protected], log onto www.singaporegp.sg or call +65 6731 5900