2017NIELSENSPORTSREPORTFORMULAONEANDMOTOGPSEASONEDITION2017COMMERCIALTRENDSINMOTORSPORTCOMMERCIALTRENDSINMOTORSPORT–20172COMMERCIALTRENDSINMOTORSPORT2017Likerightsholdersandbrandsactiveineveryprofessionalsportaroundtheworld,motorsport’sstakeholdersareoperatinginachangedworld.Thisisaperiodofrapidshiftsandintensecompetitionforattention:enabledbytechnology,fansarerewritingtherulebook–theyareincreasinglydemandingandwanttheabilitytowatchwhatevertheywant,inwhateverwaytheywant,wherevertheyare.Rightsholdersandsponsoringbrandsacrossmotorsportare,therefore,havingtoadapttoanewandfully-connectedworld.Fromnewsourcesofinvestment,totheexplorationofnewtechnologiessuchasvirtualreality,theexplosionofeSportsandthesplinteringmedialandscape,internationalmotorsporthasmuchtoconsiderasitbattlesforfans’attention,interestandrevenue.BasedonNIELSENSPORTS’COMMERCIALTRENDS,ourteamofmotorsportexpertshaveplottedthislandscapeand,overthecomingpages,outlinethetoptenchallengesandopportunitiesfacingallstakeholdersin2017andbeyond.Foreveryoneinvolved,itpromisestobeafascinatingcommercialjourney.IPOWNERSTAKINGCONTROLOFCONTENTANDTHECONVERSATIONEMERGENCEOFNEWSPORTINGPOWERS,LEDBYCHINANEWAUDIENCES,NEWHABITSASTHECATALYSTFORCHANGETHEGREATERFUSIONOFSPORTANDENTER-TAINMENTLIVESPORTGAININGTRACTIONONOTTANDSOCIALMEDIAESPORTSISEMERGINGASMOREOFAGLOBALFORCESOCIALRESPONSIBILITYBECOMINGMOREPREVALENTANDIMPACTFULINCREASEDINVESTMENTSINDATAANDCRMCENTRALTOOPTIMIZEFANRELATIONSHIPSMOREFOCUSTHANEVERONCRACKINGTHESPONSORSHIPROICODE12345NEWREVENUESTREAMSEMERGINGASFANSGETFULLYCONNECTED678910Copyright©2017TheNielsenCompany3LibertyMedia’sacquisitionofFormulaOne,likeWME-IMG’sbuy-outoftheUltimateFightingChampionship(UFC),isultimatelyaninvestmentincontentandintellectualproperty.Inanagewhereeveryonecanbeabroadcaster,qualitycontenthasneverbeenmoreprizedorvaluable.Partnershipsbetweenbrandsandrightsholdersarebeingbuiltaroundcontent,beittheNBA’srelationshipwithBudweiserinvolvingacollaborationonan‘originaldigitalcontentmediaseries’...
