f1 fanzone london

F1 FANZONE LONDON 3RD - 6TH JULY 2014

FANZONE LONDON 2014 2

INTRODUCTION

In conjunction with Formula One AdministrationTM,

F1 FanZoneTM has created a revolutionary live outdoor event

for motor sport fans and enthusiasts in the UK.

Taking place at the stunning new Queen Elizabeth Olympic

Park, the F1 FanZoneTM is designed to engage visitors of all

ages with a spectacular interactive experience of the world’s

biggest annual sporting series in a beautiful and user-friendly

environment.

F1 FanZoneTM brings the life and colour of the unique sporting

and entertainment spectacle that is Formula OneTM to the

centre of the nation’s capital on one of the key weekends of

the British summer.

With the city at its peak for tourists from around the world, and

with the 101st edition of the Tour de France bicycle race

visiting the Queen Elizabeth Olympic Park in the same period,

F1 FanZoneTM offers a wide variety experiential and visual

activities to the biggest possible audience in an exciting

environment.


INTRODUCTION

In 2009, the first F1 FanZoneTM made a spectacular debut in

Abu Dhabi, attracting 286,000 visitors over 16 days with a

peak of 180,000 over 4 days. Since then it has continued to

deliver the Formula OneTM experience to a broader and more

diverse audience than traditional coverage alone, and is

preparing to make its UK debut in 2014 with considerable

style.

F1 FanZoneTM is a new and unique opportunity to take your

association with Formula OneTM to the widest possible

audience and generate awareness for your brand through

direct advertising, marketing and special event techniques.


FROM SILVERSTONE TO LONDON

MISSION

To create an environment for brands to connect with fans in

more original, engaging and dynamic ways and to promote

the sport, educate and make Formula One accessible to all.

To offer an F1 experience to a broad public and celebrate the

F1 lifestyle through activities and entertainment.

POSITIONING

Quality viewing experience: Second only to being at the race

itself.

Quality entertainment: Live acts on stage and screen.

Quality interaction: For guests and F1 FanZoneTM partners.

HOW IT WORKS

Located in the Queen Elizabeth Olympic Park.

Free entrance to the public: Guaranteed audience.


THE CONCEPT

Enjoy the atmosphere of

the 2014 Formula One British

Grand Prix. F1 FanZoneTM has created a great platform for sponsors to

activate their products and interact face to face with clients.

Encompassing the glamour, sophistication and excitement

which the public associates with the sport, F1 FanZoneTM,

creates the opportunity for the public, sponsors and VIP’s to

share the experience as an urban outdoor festival

accompanied by an assortment of activities and events that

celebrate the Grand Prix weekend.


THE LOCATION

THE QUEEN ELIZABETH PARK

The F1 FanZoneTM is situated in front of London’s iconic

Olympic Stadium, the centre piece for the London 2012

Olympic Games and next to Europe’s largest retail centre,

Westfield City which attracts 750,000 visitors per week.

The F1 FanZoneTM enjoys direct access from National Rail,

London Underground Subway and parking for many

thousands of cars with stations and parking no more than

5 minutes walk from our entrance.

Image courtesy of UEFA Champions League


THE CONTENT

FORMULA ONE BRAND PRIX BROADCAST

The F1 FanzoneTM will bring the entire Formula One

weekend of activities. The on-track events from practice

sessions, qualification and the Grand Prix race will be

broadcast from Silverstone to the F1 FanzoneTM via

satellite, with live commentary on-site. Giant lcd screens will

allow everyone in attendance to experience the action and

excitement of Formula One. Historic F1 archive footage will

play on the giant screens throughout the event.

F1 DRIVERS AUTOGRAPH SESSION

Engaging with the drivers is a rare opportunity for fans.

During F1 FanZoneTM experience, current and former

drivers will appear for autograph sessions with visitors.


THE CONTENT

PODIUM PHOTO FINISH

The perfect photo-op awaits fans as they climb to the

top step of the podium with a trophy. This popular

activity really comes to life with each participant proudly

wearing a racing suit with your company logo.

F1 SIMULATORS

Sixteen linked F1 simulators - branded with your logo -

will allow guests to feel what its like to be a F1 driver

and using the same technology adopted by F1 teams for

training and the advanced graphics allow fans to

experience the virtual thrill of racing around the

Silverstone circuit. They even get the chance to race

against an F1 driver.


THE CONTENT

CAR SHOW

Few things excite audiences more then the ability to get

up close to the iconic sports cars of today and yesterday.

The Spirit of Speed will play host to vintage and modern

street and race cars, courtesy of Formula One teams,

manufacturers and private collectors.

SLOT-CAR COMPETITION

An 8 lane slot track competition, the Slot-car is a popular

showcase of live racing displayed on a large screen

above the track. Fans of all ages can enjoy the head-to-

head competition, accompanied by commentary from the

track marshal.


THE CONTENT

OFFICIAL F1 MERCHANDISE

Guests will be able to purchase their Official F1

merchandise from our vendors.

CHILL ZONE

Beer Garden & Pub Quiz Fans will also enjoy a Chill

Zone and beer garden complemented by a daily F1

pub quiz to test the knowledge of the F1 fans – teams

will compete for prizes which could include: signed

memorabilia, Karting packages, and driving

experiences.

LONDON LIVE SOUNDS

No event is complete without music to create the

mood. Live bands and DJ’s entertain and have fun

with the crowd in a way only London can deliver.


THE CONTENT

F1 DRIVER FITNESS

New for the F1 FanzoneTM in London will be unprecedented

opportunities for visitors to experience life behind the scenes

of the sport, including and F1 Driver Experience, where the

physical conditioning of these elite athletes is shown to good

effect as a catalyst for personal health planning.

The fitness, diet and dexterity levels of the drivers, the safety

and support required to compete and the team of

professionals who support the helmeted heroes will be

revealed in a number of interactive experiences and

presentations throughout the event.

TAXI RIDES

Another unique addition to the London schedule will see a live

action show from one of the key teams in the sport. They will

offer adrenaline-fuelled taxi rides and donut shows as well as

giving an insight into the commitment it takes to compete at

the highest level of international motorsport.


THE CONTENT

PIT STOP CHALLENGE

This challenge allows fans to experience life in the pit

lane, as teams compete to quickly and efficiently change

the tyres of a Formula One™ car in a ‘real life’ setting -

against the clock, or against other participating teams.

F1 MOTION SIMULATOR

The motion simulators are a key component of F1 race

driver training programs and fans will have their driving

skills put to the test!


SOCIAL MEDIA

As part of the F1 FanZoneTM experience, we

created the microsite to include an option to

‘like’ the F1 FanZoneTM Facebook page

before people could see their photo. The

branded microsite also featured a map of

where the event was and opening times. It

also has a live link to visitors’ Facebook

pages, which included their latest Facebook

updates.

F1 FanZoneTM provided its own staff to run

this event and created a replica race podium

and client-branded app software for maximum

enjoyment and exposure.


BRANDING AND TVC’S

STAGE AND SCREEN BRANDING

Permanent static branding around the screen throughout

the duration of the event.

•1 Stage Screen: 32 sq/m

•2 Screens : 20 sq/m

TVC SCREEN ADS

Screen Content:

•2014 Formula One Santander British Grand Prix

•Formula One Archived Footage

•Formula One Safety Documentary

Campaign Element:

•2 x 30 second spot per hour on 3 giant screens

for full duration of event totaling 288 spots

Giant LED Screens

•1 x 32 sq/m on the main stage

•2x20 sq/m strategically placed within the event


COMMERCIAL PARTNERSHIPS

As a partner, your brand can

be aligned with a globally

recognized luxury entertainment

brand: Formula One

F1 FanZoneTM provides an ideal platform in order to position

ones company in a highly visible manner and generate

tremendous awareness through special events, online,

television and radio advertising activities.


COMMERCIAL PARTNERSHIPS

YOUR AUDIENCE – THE FANS

With free entry and all day entertainment activities for all ages,

F1 FanZoneTM is designed to attract the widest possible

spectrum of visitors:

•Motor sport and racing enthusiasts.

•Casual fans, who enjoy being part of the F1 atmosphere

and special events.

•Business professionals, who utilize F1 events as incentives

and networking opportunities.

•Tourists who experience local flavor.

•Families who seek enjoyable weekend activities.


PARTNERSHIP OPPORTUNITIES

The partnership packages have been created to assist you

to become a real part of the F1 FanZoneTM experience by

offering many flexible opportunities to interact with

consumers and affiliate your brand with the most exclusive

motor sport in the world.

Individual packages, special events and activities plus

dynamic outdoor broadcasting throughout the weekend

ensure that your brand will be seen, heard and experienced

by an attentive and enthusiastic audience of thousands.

The following partnership structure and packages are

guidelines only and we can tailor the packages in a way

that they are most relevant to your brand and objectives.

F1 FanZoneTM will offer to meet your objectives and deliver

tangible benefits such as brand awareness, data capture,

direct sales and consumer engagement.


PARTNERSHIP STRUCTURE

The F1 FanZoneTM London has a variety of opportunities for

partners. Rights offerings are presented on a multi-tier

partnership structure each tier will entitle the partner to

various benefits and rights.

PARTNERSHIP STRUCTURE

•Presenting partner

•Supporting partner

•Rate card opportunities

•Media Partner

•Pouring Rights


PRESENTING PARTNER

RIGHTS INCLUDE

•Naming Rights – Official Title Partner - ‘[Partner] F1 FanzoneTM London 2014’

•Logo used in ALL print marketing materials and digital promotions **

•Logo included in Press Releases **

•50 % of branding space available (incl. 2 giant screens,

all entrance gates, select branding poles)

•Company podium finish photo shoot

•288 TVC spots on two giant screens and main screen from

Thursday to Sunday

The title partnership will open all doors for you at the F1 Fanzone™.

• Space for own use (e.g. own hospitality, sampling, activities etc.)

• 2 F1 FanzoneTM Activities

• 1-2 hours each day for fan engagement activities on the main stage

• 4 Pages in the F1 FanzoneTM City Guide

• Sponsor recognition throughout the event via PA

• Allowed to use F1 FanzoneTM logo in own advertising campaign (tbc*)

• Staff T-Shirts carrying your logo and the F1 FanzoneTM logo (tbc*)

Rate: £Call Matthew Blayer for details

***in agreement and in accordance with F1 Fanzone™ marketing and branding guidelines. NB: Rates quoted in £ Sterling.

Prices are valid for 14 days after receipt of this document. Rights are only granted in relation to the F1 Fanzone™ London.


SUPPORTING PARTNER

RIGHTS INCLUDE

•Logo used in ALL print marketing materials and digital promotions

•Main screen and main stage branding


Thursday to Sunday

•Concession/merchandise space with sampling/retail option

•Logo included in Press Releases (headed paper)

•2 pages in the F1 FanzoneTM City Guide

•50% discount on rate card activities

•Allowed to use F1 FanzoneTM logo in own advertising campaign

(tbc*)

•Category exclusivity

•1 F1 FanzoneTM activity

Rate: £ Call Matthew Blayer for details




POURING RIGHTS PARTNER PARTNER

RIGHTS INCLUDE

•Exclusive category status for the event.

•Logo used in ALL print marketing materials and digital promotions

•Main screen and main stage branding


Thursday to Sunday

•Logo included in Press Releases (printed and digital)

•1 page in the F1 FanzoneTM City Guide

•40% discount on rate card activities

•Right to apply branding to bar structures and bar dressing

•Rights to provide branded bar crew uniforms

•2 Main bar areas available. Branding focus is for 1 area.

Rate: £ Call Matthew Blayer for details



And branding locations may be shares with co sponsors.


RATECARD OPPORTUNITIES

Brand Experience Concession Sites (inc Sampling) Rate W/ Retail

4m x 4m £Call Matthew Blayer for details £Call Matthew Blayer for details

10m x 5m £Call Matthew Blayer for details £Call Matthew Blayer for details

Bespoke spaces £POA £Call Matthew Blayer for details

Television Commercial - TVC

2 x 30sec Spots Per Hour £Call Matthew Blayer for details

TVC Screen Border Sponsor £Call Matthew Blayer for details

Full Page £Call Matthew Blayer for details

Back Cover £Call Matthew Blayer for details

Double Page Spread £Call Matthew Blayer for details

Inside Front £Call Matthew Blayer for details

Inside Back £Call Matthew Blayer for details



Choose from the following menu to tailor a package to your interests and requirements.


RATECARD OPPORTUNITIES

Choose from the following menu to tailor a package to your interests and requirements.

These activities are turn-key - F1 Fanzone™ will provide required staffing, electricity and site space.

Activity Branding Opportunities Rate

16 F1 Simulators £Call Matthew Blayer for details

Pit Stop Challenge £Call Matthew Blayer for details

Kids F1 Zone - Racing School £Call Matthew Blayer for details

Podium Photo Finish £Call Matthew Blayer for details

Commentary Box Sponsor £Call Matthew Blayer for details

Slot-Car Competition £Call Matthew Blayer for details

F1 Show Car £Call Matthew Blayer for details




MEDIA PARTNERS

MEDIA PLAN (PROVISIONAL)

Print Media

•The Times Sunday

•Times

•Metro

•Autocar Magazine

•Autosport Magazine

•What? Car Magazine

•F1 Racing Magazine

•Motorsport News Magazine

•Classic & Sports Car Magazine

Digital Media

•Pistonheads.com

•Whatcar.com

•Autosport.com

•Autocar.com

•Timesonline.com

•F1 Fanzone Microsite

Radio

•Absolute Radio (Nationwide)

•TalkSport (Nationwide)

•Kiss 100 (London)

Television

•BBC

Social Networking

•Youtube

•Facebook

•Twitter

CBS Outdoor

•Transport for London locations

Full details and ABC available upon request


London is a fabulous city and I am delighted that we are able to

bring the experience of the Formula OneTM British Grand Prix

weekend to a whole new audience. I think that the visitors will

have a very exciting experience and that we can really show the

capital what F1 is all about.

Britain is the heart of the global motor sport industry, making a £9bn contribution to

the national economy every year, so it’s incredibly important that we take our biggest

race of the season to the capital city. The sport is something Londoners should

savour and in the Queen Elizabeth Olympic Park they certainly have the ideal venue

for the F1 FanZoneTM.

Bernie Ecclestone, CEO Formula One Management Ltd.

Eddie Jordan, former team owner and BBC commentator

THANK YOU

F1 FanZone™

c/o Event Live

Unit 11 The Edge

Humber Road

London NW2 6EW

Matthew Blayer – Head of Sponsorship

+ 44 208 208 1166

+ 44 (0) 7956 412 304

E: [email protected]

W: www.eventlivesponsorship.com

W: www.f1fanzone.com

mailto:[email protected]

http://www.eventlivesponsorship.com/

http://www.f1fanzone.com/

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