#3 What Are F1 Doing?
Three things everyone seems to miss when they talk about 'the Drive To Survive Effect' and how MotoGP could learn from it.
If imitation is the greatest form of flattery, Punk, don't flatter me. - J-Ro
Just stop. Stop comparing F1 & MotoGP digital content strategies. Stop saying “MotoGP should copy what F1 did with Drive To Survive”… and please, everyone, stop trying to copy what F1 does, full stop.
Now we’ve got your attention, let’s have a measured conversation about what specific aspects of F1’s digital revolution MotoGP should cut & paste, and how it could pivot to carve its own unique path.
But first, here’s why any attempt to fully replicate F1’s output & success is futile (for now):
Reason #1: Time - F1 drivers have 10x the amount of commercial & media commitments that MotoGP riders do… they’re also on 10x the salaries! MotoGP riders barely start media activities on a Thursday until midday. F1 drivers often begin at 9 or 10am!
Reason #2: Finance & Human Resources - Any given MotoGP team will have a maximum of 4-5 people working in their comms/content/marketing department (and that’s generous), while F1 teams have 20-50. The amount of money put into content creation for F1's own channels will be at least ten times that of MotoGP's content channels.
Reason #3 might surprise you: Media Training - Meaning, there is NO media training in MotoGP. If we had a penny for every time someone said “MotoGP riders sound boring because they’re media trained”…
There’s a huge difference between media ‘training’ and being told to ‘not say anything to the media’.
MotoGP riders all work with physical trainers, nutritionists, and some with psychologists… but you can count on one hand how many of the 90 World Championship riders regularly speak with a PR team to help them with personal branding, on-camera or speaking skills, advanced English lessons, content creation and social media tuition.
Take a look at these two videos, F1 Secret Santa vs MotoGP rider New Year Wishes. A huge difference in charisma, even when you factor in the natural comedy aspect of Secret Santa vs ‘New Year wishes’. See what we mean?
Those are the cold hard facts, but you're either in the department of problems or the department of solutions, so here goes:
Solution #1 - NETFLIX! RIDE TO SURVIVE!
It’s probably fair to say of all Dorna’s decisions in the last 10 years, a real fumble was not finding a way to get a Netflix-style docuseries over the line. Golf, Tour de France, Tennis, Surfing and now even Rugby has their own series made by the DTS folks…
Ignoring the flop that was MotoGP: Unlimited - that’s a newsletter on its own for another day - would a Netflix series have the same effect for MotoGP today as F1 in 2020?
Short answer: no.
It would have an effect. But nowhere near the same level, primarily because the world (thankfully) isn’t mostly stuck at home with more ‘free time’ than ever before like in 2020 at the launch of DTS season 3.
And then there’s one key element that many fail to acknowledge in F1’s recent success: F1, its teams and drivers were READY to make super fans from the tidal wave of this new audience cascading over them.
From 2016 onwards, F1 was producing bespoke video content for its own channels across all major platforms tailored to fans new and old. Teams were also producing high-volume, high-quality videos across Instagram, YouTube and later TikTok, as well as giving fans 1-1 engagement and behind-the-scenes live race content on Twitter religiously.
F1 drivers were already working with media agencies, receiving training and creating regular content to showcase their personalities. It was a sport prepared and ready - regardless of the influx of eyes from DTS - to make a play for millions of new fans and with them, big sponsors. Take a look at McLaren's 2024 sponsor line-up and livery if you don't believe us about the sponsors.
MotoGP, its teams and riders have to start investing in content now, and not just the creation, but as HRC Comms Manager Harry Lloyd also said - invest in people who can monetise that content as well. MotoGP’s moment in the sun could be right around the corner, but is it ready to “grab the ball and run with it” as Jack Miller said about F1? Right now, we’d argue that it's not.
Long story short: let’s sort the everyday content game out first. Once that’s in place, then it’s worth exploring whether a blue chip, high-end docuseries is worth the effort.
Solution #2…
Our first suggestion hinges on the dreaded word “investment”. And no-one likes that word unless “return on” is in front of it.
So what about something that wouldn’t cost teams or riders a dime, and technically in 2024, shouldn’t cost MotoGP’s owners much either?
It’s called UGC. User Generated Content.
MotoGP has been hot on anti-piracy since the dawn of the internet era. They took it up a notch with their LaLiga partnership using their anti-piracy software to fight illegal streamers and clips on social platforms. However, their current blanket ban of anyone that isn’t MotoGP itself, a broadcaster or team, rider or championship partner posting clips online has to change.
Our suggestion is to change the software algorithm to allow usage of individual clips for memes, compilations & editorial use by creators in & outside of the MotoGP sphere. Memes are far more likely to go viral when they’re not from a corporate account, and a MotoGP clip featured in a ‘reaction’ or compilation video by an independent YouTuber will get far more new eyeballs than the same video on MotoGP’s own channel.
The problem is their current roster of broadcasters and the rights deals.
Broadcasting deals are the lifeblood of MotoGP and are fixed in place for several years at a time. So understandably, the top dogs haven’t been keen to rattle the cage, particularly during the tough economic times before, during and after the pandemic.
The previous argument from a broadcaster would be: “If someone watches a key moment from the race for free on *insert social media platform*, why would they watch our coverage?” They fear losing viewership, thus monthly subscribers & TV ad revenue.
The counterpoint was and still is to this day: hook them in with amazing action clips or funny memes and they’ll tune in for the live races.
In fact, there’s one sport that has taken this idea to the extreme - NFL has opened up a full content archive for content creators to use.
Now maybe that’s a stretch too far. But if some sports have figured out to make an extreme move like that, surely MotoGP can figure out to at least be more ‘relaxed’ when it comes to clips that could make the next perfect viral meme.
“I went to an ‘F1 Creator Meetup’ the other week, presented by the huge Canadian-based F1 podcast "Track Limits". Creators of all sizes were there from those in WTF1 & Quadrant, to some with 'just' a few hundred followers on TikTok.
Speaking to them about MotoGP they all said similar: "The racing is awesome! I love the clips on my feed!"
OK... but... why no MotoGP content from F1 creators? 'Accessibility & copyright' was consistent feedback. MotoGPVideoPass is hugely expensive & in the UK, the TNT Sports package is an extra £30 a month. Add that to their own experience or stories from their friends of 'copyright strikes from the rights owners', no wonder MotoGP is well behind in people giving it free promotion through independent content online.
The creators are ready & willing to get going... is 2024 the year that MotoGP finally embraces them?”
#1 - Marques Brownlee (MKBHD) on F1 Tech
Marques Brownlee is one of YouTube's biggest stars and another American caught in the DTS net. His channel normally covers regular tech like phones & cameras, but for this video, he was invited to a race to make a video about tech in F1. Talk about making a play for 'new audiences'! 3.9 MILLION views…
#2 - Red Bull Racing and the Yeti cooler stickers
No need for big budgets. Simple, fun and engaging idea that’s personality-driven coupled with ironic and witty copy. Perfect and authentic integration of a key team sponsor as well.
#3 - Diggia’s bike presentation skills
Behind the scenes, authentic vibe, different from the usual stuff and also CRUCIALLY - correct formatting for the platform (4:5, not 16:9!!!!!!). Fabio Di Giannantonio has always done things a little ‘differently’ than other riders, this followed that trend as a simple but excellent way to introduce his new look for 2024.
Imagine what an amazing podcast we could create if BSB allowed us to use track footage as clips within the stories 👍 priceless