THE BUSINESS OF F1

SPECIAL REPORTS

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PUBLICATION DATE

COPY DEADLINE

READERSHIP

CIRCULATION

FORMAT

PAGES

March 20, 2016

March 09, 2016

1.68 million +

490,000

Newsprint - Broadsheet

(South distribution only)

(363mm x 560mm)

SPECIAL REPORT: The Business of F1

Formula One is the worlds most-watched annual sports
series and had 425 million television viewers last year. It
is home to the worlds most famous drivers and the most
prestigious brands in motor racing crowed by Ferrari and
Mercedes. However, the wheels of the sport would not turn
if it was not for the business behind it. F1 itself has annual
revenue of $1.8 billion and unlike most other business sectors
it has steadily accelerated over the past decade despite the

economic downturn. It is still growing and in 2015 added

a new race in Mexico after Russia and Austria joined the
calendar last year. In 2016 Azerbaijan follows suit and a new
team owned by American tycoon Gene Haas will join the
grid. This special report will look under the bonnet of F1 and
analyse the business behind the sport to reveal how it keeps
motoring forward regardless of the state of the economy and
the events on track.

Independent publication by

SPECIAL REPORTS

THE BUSINESS OF F1

raconteur.net

# 0305

THE BUSINESS of F1
RACONTEUR.NET

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The Business of F1

04

A diminutive figure, he is the giant of F1 who shows

no sign of slowing down at the grand age of 84

Raconteur is publishing a 8-page special report on The Business of F1 on March 20th for
the readers of The Sunday Times newspaper. Through leading analysis and commentary,
this publication will explore the refined background of the business behind the sport. By
championing the people, technology and innovation of F1 the report will reveal the true
value of the sport and will examine the impact it has on other industries in Britain. Seven
of the ten teams are based in Britain and employ more than 4,000 people with annual
costs of over $1 billion.
Throughout the report readers will be provided with an insight into behind-the-scenes
operations within this prestigious sport. As such, the report is a high profile, high impact
marketing platform for market leading goods suppliers, sponsors and innovative brands
that want to position themselves as the finest in their marketplace whilst aligning
themselves with this celebrated, world renowned sport.
With a circulation of 490,000 and an overall readership of 1.68 million The Sunday Times
is the leading business broadsheet newspaper in the UK reaching a larger audience
of board directors and C-suite executives than any other newspaper including the
Financial Times.
I would welcome the opportunity to answer any questions that you may have about editorial
comment, advertising options and the R.O.I you can expect from involvement.
Kind regards,

Richard Hadler
Publishing Manager
Direct: +44 (0) 203 428 5386
Office: +44 (0) 203 428 5230
Mobile: +44 (0) 790 050 0367
rh@raconteur.net

Bernie Ecclestone
keeps on motoring

08

How much does it

cost to get an F1
super car on track?

Financing Formula 1 involves eye-watering

cash sums spent on high-tech cars

10

Changing the guard

as women step up
with the men

It may be just the beginning, but gender

roles are changing in top motorsport

12

Feel the po
behind F1
global driv

Such is the popularity of F1

governments pay to stage a

SPECIAL REPORTS

THE BUSINESS OF F1

RACONTEUR.NET

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EDITORIAL SYNOPSIS
REINVENTING THE WHEEL
The F1 championship was launched in 1950 and in the early days races ran

10 THINGS MODERN BUSINESS

CAN LEARN FROM F1

CASE STUDY:
HOW TO FUND AN F1 VENTURE

as ad hoc, almost amateur, events. Each team made separate deals with

F1 teams operate under the highest of sporting stress since success often

Unlike most businesses, profit is not the hallmark of success for an F1 team.

each event promoter and television coverage was sporadic since races could

comes down to milliseconds and decisions need to be made in the blink

Instead, their directors run them to break-even which involves spending

be cancelled at the last moment if there were not enough cars to fill the grid.

of an eye. The teams practice everything from pit stops to simulated races

whatever is available to them. They do this in pursuit of victory on the

That all changed when F1s chief executive Bernie Ecclestone took over the

hundreds of times in a bid to boost performance and several of them have

premise that it is better to win and make no profit rather than make money

wheel of the sport in the 1970s and transformed it into the juggernaut that

become so good at this that they have developed a side-line business in

and do badly on track. Victory on track increases the value of the team

it is today. Here the report will look at the key moments in F1s history and

advising other companies how to improve their methods. In this section

which gives the owners a pay-out when they come to sell it. It also increases

will analyse the numbers showing how it has grown over the years. This will

we look at the key lessons which businesses can learn from F1. Successful

the teams ability to bring in more money from sponsorship. Whilst team

include analysis of team budgets, sponsorship values, prize money, staff

case studies showing how it has helped performance will also be included

owners can get a financial return from selling a team in the long run, what

numbers, race attendance and race hosting fees over the years.

through interviews with teams and experts.

do they get out when it is running to break-even? This question will be

GLOBAL LOCATIONS

F1: THE PINNACLE OF DIGITAL INNOVATION

In 2016 F1 will have its biggest-ever calendar as Azerbaijan joins and

F1 is probably the most high-tech sport in the world but the real beauty of

the German Grand Prix returns after a one-year hiatus to give a total

it is that most of the technology is behind the scenes. TV viewers would

of 21 races. We look at what attracts countries to F1 and what hurdles

never know it but each car incorporates 1.25km of wiring and up to 150 on-

F1 is perhaps most famous for its glitz and glamour. Here we take readers

can prevent them from getting races by profiling five venues that have

board sensors. Some supply readings up to 1,000 times per second giving

behind the scenes of the sports corporate hospitality offerings and look at

recently been added and five which have never got off the drawing board.

around 1.5 billion samples of data from each race.

what is on offer, who the typical guests are and what it takes to transport

SO, YOU WANT TO HOST AN F1 RACE?

21ST CENTURY PARTNERSHIPS

It is no secret that F1 races are not cheap to host but how much does it

Sponsors in F1 can affect the success of the team by providing products

really cost? Here we compare the different routes of building a permanent

and services which boost performance. It sets the sport apart from its

circuit and hosting a Grand Prix on city streets. A detailed infographic

rivals but this impact that brands have often goes unnoticed. Here we lift

will show how much it costs to build a circuit from earthworks and

the lid on it by profiling ten sponsors looking at what they provide (other

infrastructure to safety fencing, grandstands, pit buildings, the medical

than cash), how their products are used in F1 and how their products are

centre, timing, scoring, video, surveillance and specific F1 software.

influenced in F1.

answered in this section and we will also analyse the benefits on offer which
have attracted the new Haas outfit to join the sport.

PADDOCK PALACES

the lavish structures all over the world. Completing the picture we explain
how hospitality keeps F1s wheels turning as the teams give passes to
potential sponsors to try and lure in new business whilst existing partners
get passes to keep them sweet.

THE BUSINESS OF F1

SPECIAL REPORTS

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READERSHIP
THE SUNDAY TIMES READERS

1.68m+

KEY PURCHASE DECISION MAKERS

The reach of PDMs:

The Sunday Times

Purchase decision
makers (PDMs)

37%

The Sunday Telegraph

254,000
179,000
140,000

134,000
84,000
65,000

Independent on Sunday
7%

277,000

Board
directors

99,000
66,000
44,000

VALUE AND EFFICIENCY

261,000

31%

C-suite
executives

95,000
67,000
35,000

of all directors, CEOs or owners

of SMEs read The Sunday Times

252,000
readers are chairmen, owners,
MDs, CEOs and deputies

households earning over 75k

p/a read The Sunday Times

669,000

Purchase
decision
makers

All
directors

The Observer

C-suite executives

161,000

The Independent on Sunday

369,000

Directors

261,000

The Observer

14%

10%

369,000

The Sunday Telegraph

The Sunday Times

Readership

669,000

THE SUNDAY TIMES AND THEIR COMPETITORS

5 insertions needed in both

The Sunday Telegraph and
The Observer to reach the
same number of PDMs as The
Sunday Times reaches
in 1 insertion

252,000

Owners,
chairmen,
MDs, CEOs

90,000
73,000
40,000

174%

more C-suite readers than

The Sunday Telegraph

179%

more PDMs than

The Sunday Telegraph

THE BUSINESS OF F1

SPECIAL REPORTS

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88%

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readers, who have
an opinion, think
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place to advertise

regular readers
have mentioned a
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to someone else

64%
of FTSE 250 Times readers have
mentioned a Raconteur report to
someone else

8 in 10

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regular readers have passed a

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As a result of seeing a Raconteur report, readers take a variety of actions:

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Regular readers say Raconteur reports are better

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16%

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company seen advertising
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11%

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board meeting

75%
say better quality of content

26%

Passed the report on

15%

Considered contacting a
company seen advertising

69%
say better overall quality

68%
say better quality of contributors

Source: Survey of approximately 400 Times and Sunday Times readers, March 2014, News UK

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following brands:

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