Zak Brown likens modern F1 to '24 Super Bowls' for fans

McLaren Racing CEO Zak Brown has described the modern Formula 1 calendar as a series of "24 Super Bowls" from a fan perspective, highlighting the massive commercial and experiential scale of Grand Prix weekends. Speaking in Miami, he emphasized that events now serve dual purposes: high-level business networking akin to "24 Davos" and massive fan festivals, fundamentally changing how teams like McLaren approach partnerships beyond simple sponsorship deals.

Why it matters:

Brown's analogy underscores the seismic shift in F1's commercial model under Liberty Media. Races are no longer just sporting events but global entertainment and business hubs. This evolution forces teams to develop sophisticated, multi-layered partnership strategies that deliver value far beyond branding, directly impacting their competitive capabilities and fan engagement in an increasingly commercialized sport.

The Details:

• Brown categorizes partners into two key groups: Business-to-Business (B2B) partners who contribute technology or operational efficiency, and consumer-facing brands that help engage and grow the fan base.
• He stresses that partnerships are now about activation and synergy, not just "a sticker on the side of the car." Partners are expected to contribute to storytelling and fan experiences, like the McLaren "Miami Live" event facilitated by Mastercard.
• The scale of events like the Miami GP creates a unique convergence of global executives, facilitating significant B2B opportunities directly at the race venue.
• McLaren's current partner portfolio reflects this strategy, including tech giants like Google and Cisco for B2B benefits, and major consumer brands like Mastercard, Hilton, and Puma for fan engagement.

What's next:

This model is likely to intensify as F1 continues its global expansion into new markets. Teams will increasingly seek integrated partners who can contribute across the entire business spectrum—from technical development to direct fan activation. The pressure will be on to demonstrate tangible return on investment for partners, making commercial acumen as critical as technical prowess for a team's long-term success in Formula 1.