F1 Names Fever New Ticketing Partner in First Operator Change in Over a Decade

Formula 1 has appointed Fever as its new official ticketing operator on a five-year deal beginning in 2027, ending Platinium Group's tenure after more than a decade. The global entertainment technology platform will assume control of all general admission, local hospitality, and Paddock Club ticket sales while overhauling the sport's digital infrastructure. The partnership also deepens an existing relationship, as Fever already manages ticketing and fan engagement for the inaugural Spanish Grand Prix at Madrid's Madring through its contract with Ifema Madrid.

Why it matters:

As Formula 1's global audience continues to grow, converting viewers into ticket buyers remains one of the sport's biggest commercial challenges. Studies suggest only a small fraction of the sport's worldwide fanbase ever steps foot inside a circuit, which means every touchpoint in the digital purchase journey carries outsized importance. A modern, frictionless platform isn't just a convenience; it's a strategic tool for building long-term loyalty among fans who have more entertainment options than ever.

The details:

• Fever replaces Monaco-based Platinium Group, which has handled Formula One's ticketing operations for well over ten years.
• The company will oversee all official general admission, local hospitality, and Paddock Club sales starting from the 2027 season.
• F1.com's existing ticketing platform is set for a comprehensive revamp, with upgraded technology designed to improve discoverability, streamline purchasing, and enhance customer service.
• This isn't Fever's first F1 assignment. The firm already holds a long-term agreement with Ifema Madrid through 2035 to handle ticketing and entertainment programming for the Madrid circuit, including the debut Spanish Grand Prix at the Madring.
• Emily Prazer, F1's chief commercial officer, stressed the importance of making the search and booking process easier so that the live experience meets the sport's standards.
• Mariano Otero, Fever's senior vice president for business development, said the agreement reflects the company's capacity to deliver innovative technology solutions at a global scale for the world's most demanding sports properties.

What's next:

With two years before the 2027 rollout, attention now turns to how smoothly Fever can integrate its systems across a sprawling 24-plus race calendar. The Madrid project offers a proof point, but scaling that model worldwide presents a far greater test. If the platform delivers on its promise, this switch could mark a lasting shift in how Formula 1 connects its global audience to the live event experience.