RB Racing Bulls Rev Up Entertainment with Twisters Tie-Up, Aiming to Democratize Access to the Series
In a bold move to merge sport and entertainment, Red Bull’s sister team RB, also known as VCARB, is pushing the boundaries to make Formula 1 more accessible to a wider audience. The team’s name change from AlphaTauri has sparked controversy, but their focus on mixing Formula 1 content with music, art, and culture is gaining traction.
Formula 1 entertainment has always been a key aspect of the sport, and RB is determined to take it to the next level. The team’s CEO, Peter Bayer, has announced plans to use their young and fresh identity to bridge the gap between on-track and off-track entertainment. Their recent car wash event in Miami’s Wynwood neighborhood, featuring a one-off livery, and their partnership with Warner Bros. to promote the blockbuster Twisters, are just the beginning.
Bayer’s vision is to create activities that invite everyone to join in, combining Formula 1 with music, art, and culture. He believes that by doing so, they can democratize the sport and make it more appealing to a younger and more diverse demographic. “We want to make sure that we democratize the sport with activities where everybody is invited to join,” Bayer tells Autosport.
The team’s off-track ambitions don’t stop there. They’re looking to partner with more movie studios and incorporate music into their events. “We will also keep pushing on everything that’s music, because we believe it’s one of those universal languages that everyone understands,” Bayer adds.
RB’s unique approach to Formula 1 marketing and partnerships has attracted big-name sponsors like Visa and CashApp, as well as Hollywood’s attention. Bayer attributes this to the team’s willingness to do things differently and reach out to new audiences. “Formula 1 is giving us all these insights and data, and from what I remember, we are the team with the most balanced fan base between male and female, we have the youngest time base. And that is the perfect target audience for the movie as well.“
The team’s initiatives have also impressed F1’s CEO, Stefano Domenicali, who sees the value in RB’s off-track activities. Bayer confirms, “Formula 1 has been extremely supportive and appreciative of what we do. I speak a lot with Stefano. He loves it because it’s exactly how he and Liberty Media see the sport growing.“
As the sport continues to evolve, RB is poised to be at the forefront of Formula 1 entertainment, introducing new and innovative ways to engage fans. With their sights set on democratizing access to the series, the team is making a bold statement in the world of Formula 1.
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