This document analyzes data from 16 million social media posts about motorsport over the past 3 years to provide insights into how the environment, diversity, and technology are changing perceptions of motorsport and its audience. Key findings include that concerns about climate change are growing, especially among younger fans, simulation racing is massively more popular than karting as an accessible and low-cost way to participate in motorsport, and technology is improving the inclusivity and diversity of the sport.

1. Audience
Intelligence
Listening and Analysing Motorsport Fan Online Data

2. In a rapidly changing world, how does
motorsport stay relevant and become a
force for good in the world?
Question

3. It’s a hard question to answer.

4. But we have a huge pool of
data to help us find the answer
in social media.

5. 16MILLION
Posts Mentioning
Motorsport Analysed
Over The Past 3 Years

6. 150THOUSAND
Motorsport Fans
Psychometrically Profiled
Via Their Social Posts

7. We’ve been asked to look
at the following topics:
How the environment is affecting people’s perception of
motorsport;
How diversity and inclusivity is changing the landscape
of motorsport;
What is the changing nature of the motorsport
audience?

8. How is the
environment affecting
people’s perception of
motorsport?

9. 0
15
30
45
60
2016 2017 2018 2019
Greta Thunberg starts the
“School Strike for the
Climate” protest
Total Mentions of Climate Change/Environment Related Keywords

10. It’s affecting their lifestyle choices.
It’s impacting their purchasing decisions;
It’s affecting their brand alignments;
It’s changing the way they interact in public.
Climate Change conversation
across social media has
tripled in the last 12 months

11. 0
15000
30000
45000
60000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Total Mentions of F1 and Environmental Concerns

12. Profiling the audience, it’s a topic that is
growing inside F1 conversation and data
shows it is particularly prevalent amongst
younger and more causal fans of the sport
who are voicing concern and switching off.

13. However there is evidence that the
story of how motorsport can accelerate
green technology is starting to have an
effect on inspiring fans.

14. 0
55000
110000
165000
220000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Mentions of Green Motorsport over the past 2 years
2018 2019

15. Technology is rapidly
changing the diversity
and inclusivity of
motorsport.

16. Traditionally the audience
of motorsport has been
very homogenous

17. We’ve found out that is shifting
dramatically under the surface organically
at a much faster rate than predicted

18. 0
125
250
375
500
Mentions of Karting Mentions of Sim Racing
Global Mentions of Karting VS Sim Racing in 2019
494K
7K

19. Technology is presenting an amazing
opportunity to improve the inclusivity
and diversity of motorsport.

20. It’s now the most popular motorsport topic of
conversation outside of world championships
(F1, FE, WRC, WEC)
Outstripping karting conversation by 71 times.
After years of slow growth
Sim Racing is exploding in
popularity as topic of
conversation online.

21. Simulation technology has become
good enough to realistically recreate
90% of the motorsport experience at
Low Cost
With no geographical and smaller time constraints
Information how to participate widely available
Reduced physical limitations

22. In numerical terms this has in the past 5 years
become the gateway to grass routes
motorsport. A rapidly growing form of the sport
which is cheap and massively accessible.
With over 100k active participants
racing in sanctioned online
competition in 2019 (iracing)

23. This is just a small
part of our research
into motorsport and
brands

24. Thank
You
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