Sky Sports is celebrating the start of the new Formula 1 championship with a social-led campaign that aims to tap into the motorsport’s growing Gen Z fanbase.
Developed in-house by Sky Creative, the work will mark a strategic shift for the broadcaster in 2025, spotlighting the exclusive access to races that fans can gain through the Sky Sports F1 channel and mobile app.
The work will feature some of the sport’s biggest names including Lewis Hamilton, Lando Norris, Charles Leclerc, George Russell and Yuki Tsunoda.
“For the most anticipated season in years, we’ve changed gear to tap into the fandom of a younger social media-savvy F1 audience. Our goal is to convert their online enthusiasm for the sport into the unmatched thrill of watching the race live,” said Dave Stratton, Sky Sports marketing director.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Through dynamic storytelling and engaging driver content, we’re showcasing the raw excitement of live F1 in a way that truly resonates with this new generation of fans.”
The social media and digital-led campaign will also be supported by a dedicated broadcaster video-on-demand spot as well as extensive out-of-home and radio activity throughout the UK.
Sky Creative ECD, Robin Garton said: “This year we approached our F1 campaign very differently. We focused on a new audience. We moved from TV led, to social first. And we built it around drivers, not cars. The expectation now is that it will make a difference to our business.”
