P1racenews AI automatic summary:
GP Explorer at Le Mans attracts huge crowds and massive brands. Mainstream motorsport needs to take notice
Cupra Kiro Formula E team commercial manager Jon Wilde shared his insights from a significant event at Le Mans, emphasizing the lessons mainstream motorsport can learn from it. The GP Explorer event at Bugatti Circuit, Le Mans, blends web culture and social media influence with motorsport, attracting a massive audience that traditional race promoters would envy. Featuring 22 content creators from France, Spain, and the US racing in Formula 4 cars, the event saw 200,000 tickets sold out in 30 minutes, a rarity outside premier races like F1, Le Mans 24 Hours, or the Indianapolis 500. With a young, gender-diverse audience displaying high disposable income, sponsors like Netflix, Samsung, and Cupra are leveraging the opportunity through tailored campaigns and activations.
The event’s success lies in its focus on the core audience, bypassing global appeal and instead delivering a unique experience for participants and fans. GP Explorer thrives on a French-speaking setup, mainly unnoticed by the English-dominated motorsport online space, which potentially contributes to its allure. By recognizing that the stars of the event are not the cars themselves but the experience and community it fosters, GP Explorer sets itself apart from traditional motorsport offerings. Amidst the unprecedented fan enthusiasm and social media engagement, the event’s concentration on its niche audience and unique experience proves a winning formula for motorsport’s evolution and potential growth.