All-female motorsport W Series revs up its pursuit of sponsors

Marketing News

Attracting the right brand partnership will be crucial if W Series wants to cement its status as the home of female motor racing as the tournament gears up for its second season.  

W Series

W Series is on a mission to change the face of motorsport. The all-female motor-racing competition, which wrapped up its debut season in August, comprised six half-hour races held at fabled European circuits from Hockenheim in Germany to the UK’s Brands Hatch.

Zippy, frantic affairs, dominated by the nose-to-tail racing and overtaking that has beyond something of a rarity in Formula 1, the inaugural tournament was won by 21-year-old British driver Jamie Chadwick.

Broadcast deals with the likes Channel 4, NBC and Fox Sports Asia have provided a valuable launchpad for the first season, which W Series marketing director, Nic Fletcher, describes as a big success.

“Channel 4 has been a fantastic partner,” says Fletcher. “For us to have that platform in the UK market to show free-to-air races has been incredible. And in territories where there’s no live broadcast, we stream the races on social.”

The aim is to engage a younger audience than motorsport traditionally attracts, with a focus on 16-30-year-olds. There are few, if any, barriers to the drivers, most of whom are happy to share experiences on social and engage with fans.

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