The Challenge

Edelman was tasked with supporting Formula 1’s owners, Liberty Media, to bring fans ‘closer to the action’ and drive new levels of engagement with the sport - particularly among new, more family-centric audiences.

The Strategy

Edelman created F1 Live London, a full-day takeover of London’s Trafalgar Square and Whitehall, arguably the most ambitious one day event ever staged in central London. 

In just three months, we introduced, brokered and managed F1’s relationships with multiple agencies including the Metropolitan Police, TfL, the Mayor’s Office, Westminster City Council and central government. 

The event included a demonstration of 15+ Formula 1 cars in central London, live music from artists including Little Mix and The Kaiser Chiefs, as well as engagement with local schools and the Mayor of London as part of F1’s STEM initiative.

The Outcome

The 30+ strong team also hosted 28 of the leading lifestyle, gaming and motoring influencers during the day. 

Not only did F1 Live London demonstrate the direction of the sport under Liberty Media’s leadership, it also created a model for improved fan engagement and audience growth. 

In fact, it was such a success that we’re now helping Formula 1 roll out the idea globally.