What is Catalonia that is interested in Formula 1?

2023-06-02 08:00:19

BarcelonaWho does not remember a specific moment in their childhood, a moment when they were happy? These memories are often associated with a specific figure. If we go through the history of sport, we can travel from Brazil in 70 to Maradona’s Argentina, the Barcelona Olympic Games in 92 and many other milestones that have been etched into history throughout history. Each will remember something in particular. If we talk about motor sports, more specifically Formula 1, the fever for racing reappeared in the State in the 90s, first with the inauguration of the Circuit de Catalunya in Montmeló, then with the debuts of Marc Gené and Pedro de la Rosa, and finally with the golden age of Fernando Alonso. In 2006, the Asturian won the last world championship that he treasures in his palmares. “At that time we gathered up to 4 million viewers on Antena 3 watching the races,” recalls Cristóbal Rosaleny, current F1 commentator on DAZN. After that stage, and without any pilot to create fans, the sport of four wheels gradually lost followers. This year, however, everything has changed.

The Monaco Grand Prix, held last weekend, left one of the best audiences this season in F1. With 787,000 viewers on average, a peak of 1,005,000 and a screen share of 7.4%, it confirms the growth trend that this sport is having. From DAZN they indicate that this year the audience for the first six World Cup Grands Prix on the platform has grown by 31% compared to last season, an increase that is due to several factors. “I think there are several reasons for the growth we are seeing. Obviously, Alonso’s return to the leading positions with Aston Martin has something to do with it, but there are other reasons,” emphasizes Rosaleny.

A format that takes off the tie and approaches young people

Former motor racing driver and businessman Bernie Ecclestone was the competition’s chief executive from its inception until 2017, when he ceded control to American company Liberty Media. “With this relief, more importance was given to the use of social networks to transfer information in a way that is easier to process for a more expert public”, highlights Rosaleny. In his experience, Formula 1 was a complex sport that needed change. “Before it was difficult to think about watching the race with a mobile phone next to me, now I can’t imagine it any other way,” he says. A trend that has taken the younger audience by storm. According to data provided by DAZN, their social networks have grown exponentially. For example, on the Sunday when the Australian Grand Prix was run, they reached the absolute record of organic impressions on Twitter and exceeded 15 million impressions. Thanks to this monitoring, the platform has opted for a grid of content focused on young people, such as F1 codepresented by Victor Abad, one of the pioneers in creating content for Formula 1 social networks, or the DAZN channel on Twitch, where they expand the content they offer.

This trend has been consecrated with the collaboration of Formula 1 with Netflix. The documentary series Drive to durvivea collection of episodes that explain the teams’ season from the inside, has managed to attract a target who may not have known about the competition. 40% of those who have seen it are young people between 18 and 24 years old, and among those between 25 and 35 the figure does not fall below 25%, according to data from Motor.es. “It’s a format that humanises sport, it makes you identify with people who go more than 340 km/h. It makes us understand that in a competition as crazy as Formula 1 there are human beings, and this series makes we are getting closer,” Cristóbal Rosaleny tells ARA.

A Montmeló Grand Prix where Fernando Alonso’s 33rd victory can come

“We expect more than 100,000 people on Sunday, and the number may exceed last year’s capacity”, explain the organization of the Grand Prix. An influx of public where, according to them, an increase in young spectators has been noticed, much more than in past editions. “I’m going there with 20 friends thanks to the circuit’s promotions,” explains Raül. For just 49.50 euros, spectators have had tickets available to them to be in the Pelouse Jove stand, an economic formula to bring the sport closer to people between 16 and 30 years old. “I went there in 2007 and last year, and I’ll be going this year too. The atmosphere is spectacular, it’s an appointment I would never want to miss,” says Jordi, a Formula 1 follower since childhood .

However, part of this phenomenon would not be possible without the good results of runners such as Fernando Alonso or Carlos Sainz. “First of all, having a driver like Carlos at Ferrari adds up to a lot, and then seeing Alonso fighting for everything again is nostalgic,” reflects Rosaleny. And it’s not for less. Who hasn’t wanted to be young again? To see Alonso lift a title again, as he did 17 seasons ago, and to remember those moments with his friends or family, memories that are indelible. Because Formula 1 attracts the younger crowd, but it also allows the older ones to feel young again.