McLaren Takes the Lead in the Constructors’ Championship

McLaren achieved a first and fourth place finish this past weekend, allowing them to surpass Oracle Red Bull Racing in the Constructors’ Championship – their first lead since 2014! Lando Norris, with his fourth-place finish, closed the gap in the standings by finishing ahead of Max Verstappen, who came in fifth.

Mercedes, the Undisputed Leader on TikTok

Among all F1 teams, Mercedes AMG Petronas F1 stands out as the only one to surpass a million interactions on TikTok during the Azerbaijan Grand Prix week.

With over 6 million views, the team has achieved success on the short-form video platform with an authentic approach tailored to TikTok’s language. Their strategy revolves around a mix of trends and content that centers on the driver and candid connections with their audience.

Here are some of the videos Mercedes posted between September 9th and 15th:

Value Beyond Official Channels

Formula 1, its teams, and drivers provide exposure for their brands during races and practice sessions, as well as through their social media posts, amplifying the reach of their sponsors. The rise of digital platforms has allowed them to share exclusive content, generating millions of interactions. Media outlets and other sports-related information or analysis pages have leveraged this format to create viral content, further boosting the visibility of Formula 1 sponsors. Some of these posts achieve impressive video views and engagement, increasing the value of sponsorship deals.

Measuring these posts is key to reporting precise figures to brands on the impact and effectiveness of their sponsorship agreements. Below are some of the top-performing media posts from the Azerbaijan GP week.

The Colapinto Effect Continues

Argentine driver Franco Colapinto scored his first Formula 1 points on the Baku street circuit. Since Williams Racing officially announced his place on the grid, Colapinto has experienced significant growth on social media. In our analysis of the last Grand Prix, we evaluated the initial impact of his arrival in Formula 1. Now, we’ll dive into the impressive figures he has achieved from the official announcement on August 27th until race day in Baku, comparing them to his team’s results over the same period.

As we can see, Colapinto has higher averages than his team, highlighting the importance of his media appeal. This reinforces the importance of monitoring both the teams’ official channels and the social media of their athletes. Athletes’ channels connect directly with fans, give visibility to sponsors, and, as we see in this case, generate more impact. Measuring this impact is crucial to maximizing brand exposure.

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