The importance of social media
2021 has seen full seasons resume across motorsport, but with differing levels of fans allowed on site depending on the series. Additionally, TV ratings have been declining since the back half of 2020, leading brands and properties to seek new ways to engage with fans. This, combined with the rise of new social media channels like TikTok, IGTV and Reels, has led to an ever increasing importance of social media for properties across all sports, motorsport included.
Social media allows for direct fan engagement triggering emotional responses, has the deepest data set among all media, and has become a core pillar of activation through and after the Covid-19 shutdown. In today’s always streaming, mobile-connected universe, social media has forever changed the dynamics of sponsorship. Here’s what the world of motorsport looks like across social media:
- 986 million – total social media fans and followers
- 2.4 billion – social interactions from fans
- US$625 million – social sponsorship value AAV
Above data includes drivers, riders, teams, series and events across all major motorsport disciplines. Data date range: 1st January 2021 to 15th July 2021.
Top series examined
Reaching nearly one billion followers globally, motorsport attracts fans and sponsors of all types. Below, we dive into five of the top motorsport series, the top performers in each, the top brands promoted and what makes them unique.
Formula One
Total followers: 245 million
Gender split: 81 per cent male, 19 per cent female
Age: 37 per cent 35 to 44 years old
Top country: England (17 per cent)
Total volume of posts: 43,000
Social engagement (interactions and video views): 4 billion
Top team by social engagement: Mercedes AMG F1 (287 million interactions and video views)
Top driver by social engagement: Lewis Hamilton (103 million interactions and video views)
Total sponsorship value generated for brands: US$357 million
Top ten brands by sponsorship value:
- Red Bull
- Mercedes Benz
- McLaren
- Ferrari
- Honda
- Petronas
- Pirelli
- Aston Martin
- Alphatauri
- Rolex
Formula E
Total followers: 13 million
Gender split: 86 per cent male, 14 per cent female
Age: 38 per cent 35 to 44 years old
Top country: England (17 per cent)
Total volume of posts: 16,000
Social engagement (interactions and video views): 88 million
Top team by social engagement: Mahindra Racing (8.5 million interactions and video views)
Top driver by social engagement: Lucas di Grassi (1.3 million interactions and video views)
Total sponsorship value generated for brands: US$6.4 million
Top 10 brands by sponsorship value:
- ABB
- DHL
- Allianz
- TAG Heuer
- Mahindra Automotive
- DS Automobiles
- Porsche
- Mercedes-Benz
- Michelin
- Julius Baer
Nascar
Total followers: 41 million
Gender split: 69 per cent male, 31 per cent female
Age: 37 per cent 35 to 44 years old
Top country: United States (71 per cent)
Total volume of posts: 62,000
Social engagement (interactions and video views): 360 million
Top team by social engagement: Hendrick Motorsports (15 million interactions and video views)
Top driver by social engagement: Joey Logano (16 million interactions and video views)
Total sponsorship value generated for brands: US$20 million
Top 10 brands by sponsorship value:
- Pennzoil
- Toyota
- Goodyear
- Ford
- M&Ms
- Chevrolet
- Coca-Cola
- Ally Bank
- Monster Energy
- Napa Auto Parts
Supercross
Total followers: 36 million
Gender split: 76 per cent male, 24 per cent female
Age: 38 per cent 25 to 34 years old
Top country: United States (61 per cent)
Total volume of posts: 14,000
Social engagement (interactions and video views): 255 million
Top team by social engagement: Red Bull KTM Factory Racing (6.5 million interactions and video views)
Top rider by social engagement: Ken Roczen (ten million interactions and video views)
Total sponsorship value generated for brands: US$24 million
Top 10 brands by sponsorship value:
- Monster Energy
- Dunlop
- Red Bull
- Honda
- Alpinestars
- Oakley
- Rocky Mountain ATV/MC
- Yamaha
- Suzuki
- Kawasaki
MotoGP
Total followers: 111 million
Gender split: 78 per cent male, 22 per cent female
Age: 39 per cent 25 to 34 years old
Top country: Indonesia (38 per cent)
Total volume of posts: 26,000
Social engagement (interactions and video views): 1.1 billion
Top team by social engagement: Ducati Lenovo Team (15 million interactions and video views)
Top rider by social engagement: Marc Marquez (53 million interactions and video views)
Total sponsorship value generated for brands: US$80 million
Top 10 brands by sponsorship value:
- Monster Energy
- Red Bull
- Repsol
- Alpinestars
- Petronas
- Michelin
- Tissot
- Pramac
- Yamaha
- Lenovo
Note: All audience demographics data comes from Twitter accounts of the named series.
All data provided by Hookit – the pioneer in sponsorship technology. Contact Hookit at insights@hookit.com to get access to real-time sponsorship tracking that allows you to maximise sponsorship valuation during your season.
