We started working with Formula 1 in 2018 when we were contracted as consultants to oversee the delivery and development of the official fan zones at their 21 races across the world.Continuing our work into 2019, we worked with the Formula 1 team to increase audience engagement at all the live events. Throughout 2020 we worked to explore other avenues through which to promote fan engagement at the events, including Run the Track and Fan Festivals. Moving into 2021 and 2022 our scope evolved, and we became the Event Delivery Managers delivering the F1 Fanzone at each race. This includes liaising with suppliers and internal departments at Formula 1 as well as working closely with each Race Promotor, to ensure a safe and enjoyable fan experience for all Formula 1 fans visiting the fanzone.
“Massive were invested in the success of our events from the start, they quickly felt like part of the team and helped us to work with our race promoters to improve the quality of F1 events as well as growing participation and engaging fans.”Chloe Target Adams Director of Race Promotions
We started by reviewing the delivery of the Formula 1 fan zones, providing insight about how fan experience could be improved.This project quickly turned into an ongoing relationship with the international rights holder, working not just in the fan zones, but across all fan facing areas of the events. We were asked to support promoters in countries across the world, ensuring all fan events met the high Formula 1 standard. This has now evolved into becoming valued members of the Formula 1 team and delivering the fanzones at each race across the globe. Moving into the 2023 – our fifth season with Formula 1 – we are providing staff for pre-planning and also on-site delivery Managers for all 24 calendar races.