With Formula 1 postponed due to the coronavirus pandemic, motor fans around the world are feeling the need for speed. F1 chief executive Chase Carey hopes to keep them waiting just a few weeks more, as he plans to restart in Austria in July, albeit without a physical crowd. While its drivers and engineers prepare for the season to get back into gear, its sponsors have been heavily involved behind the scenes, helping to engage with fans during the extended hiatus. While its drivers are parked, Formula 1 has evolved beyond what happens on the track. Like many other sports, F1 has realised that its capacity to entertain goes beyond the physical world. And sponsors are now tapping into off-stage material as well, in order to get more for their money and extend their brand’s reach.
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