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paddockpr · 6 months
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Hey, something has been bugging me, and im wondering what the pr perspective is. What on earth is the pr strategy for most of the teams when they decided to publicly state that they hate the idea of Andretti joining? It just comes off as whinning to me
Hey anon, thanks for the question!
What you are seeing here has a lot to do with how teams use or attempt to use their PR positioning. This is also a major example of why PR is so important, which is that you can leverage it for things that go beyond brand image and go into the very nature of profit in sports. I will briefly touch on the PR of F1 for context and then talk about why teams may be behaving this way.
F1 PR
When it comes to F1 there is one thing that is paramount to understanding its business model, which is how exclusive it is, Even if they accept the Andretti bid that is part of the appeal. F1 sells itself as exclusive and luxurious.
Where other motorsports are also expensive and highly exclusive, they may present themselves as somewhat rough and tumble, with a lot of emphasis on ideas of grit and being "hardcore" so to speak. You see it a lot when fans of one motorsport weigh in on which motorsport is the best one in terms of skill and the likes by weighing in on racecraft related skills like endurance, frequency of collision and strategy. The other thing to understand is the luxury aspect and the monetary value of that.
I touched on the association with certain groups on the Charles essay, what with the Monaco GP, and things like high profile guests etc come into it, but another element of that is that luxury in sports also is the means through which teams justify the high price tag to participate in the sport as a fan.
You can also see this in things like the culture around attending Wimbledon (a similar feel to the Monaco GP) or Equestrian Dressage and so on. And whilst generally sports merchandise is expernsive regardless of the sport, and the fans that frequent these sporting events live are not the average fan (hence the importance of things like viewership and social media engagement which are less cost prohibitive than for example going to a La Liga final or the Superbowl in person and has not just merch and tickets, but food, hotels, transport and so on but that is another essay entirely). F1 is a whole other ball park of that.
F1 sells that its luxury and exclusivity is a necessity. If you look at most sports, a big part of sports journalism is about growing the game, even ones considered to be the domain of the rich like tennis. And when teams sell to audiences they are selling their merchandise, yes, but they are also selling the rare opportunity, perhaps the only one to invest in being a participant.
F1 tracks are predominantly in the middle of nowhere and are already logistically difficult to go to, there is emphasis on the heritage of the sport and most of the sponsors outside of gambling companies are also for people who make a lot of money.
Think about the response to a potential Porsche-RBR team versus RBR-Ford, or about the Mercedes team uniform and merch being Tommy Hilfiger. The luxury and prstige with a high price point is part and parcel of how F1 makes its money.
If you participate in the sport outside of social media and TV, the cheapest parts of participation (like a standard issue team cap or a lanyard) are pricier even compared to other motorsports like NASCAR. I remember last year the special pride collection from NASCAR was cheaper than any standard issue F1 merch. And this is actually where (at least I think haha) Andretti comes in.
The Andretti Animosity
Andretti comes from the American (although American motorsports is extremely popular outside the US but once again, another essay) cultural understanding of motorsports which is more laid back, more easily accessible and is understood to be cost prohibitive but not to fans. American motorsports have a host of accessibility issues both in person and through things like TV, and like most sports the fans that can afford to attend are the minority, the kind of pricing around F1 for fans would be considered to be outrageous.
Yes in those spaces F1 is also seen as this high price point product, but if IndyCar for example were to sell at the price point of F1 it wouldn't fly. For F1 with some of the cheaper tickets being (at least when I looked it up) 2000 USD when its expensive to spend 200 USD at IndyCar, the amount that F1 fans pay to attend is steep. And then F1 says, yes but there is only 20 drivers and 10 teams with some of the most expensive engineering in the world and therein lies the disgruntlement re 11th teams and the idea of how much dilution fees should be.
They likely are not refusing Andretti because they think its beneficial PR wise, they are trying to leverage the PR that they have because they perceive any 11th team as a threat to exorbitant pricing and sky high profits. They are also attempting to close the door on further pushes for more teams. As you may have seen people already brought up Haas and that is what they don't want, precedence to add more teams. So from a PR perspective how may you leverage that?
The main things to consider are as follows:
American audiences are viewed as desirable as a profitable group to sell F1 to
The prices and nature of access that American audiences associate with motorsports that they are already familiar with is far cheaper than F1
American audiences would likely invest more with a team that is not just American owned or driven, but feels culturally American
So you as a team see that there is money to be made, in an audience that does not need to be convinced that motorsports can be interesting, but these audiences are not satisfied by your arguments that they should be open to such high price points, their local taxpayers footing the bill to host F1 races, and an audience of non American fans that hold contempt (for both valid and invalid reasons) for anything that they consider "too American".
So, either you let a team, especially an American one like Andretti in, you tell American fans that you have someone truly American for them to root for. You know Andretti already, and now you can support him in the exclusive big leagues. It is more expensive than you are used to, but its a global stage, an exclusive one, imagine being able to support your team every weekend.
To you and me, that is a sweet deal, especially since the bid includes General Motors and the F1 factory being US based. And its so likely that the profits really go into overdrive as a result, and so the other teams don't lose a piece of the pie as the pie gets bigger. If you are familiar with american fan culture with teams then you already know this, but the sports merchandise industry is worth billions, its not loose change, if American fans invest in the sport the numbers are sky high.
But then again, a more Americanized F1 also means other exorbitant prices are pushed to come down, and they don't want fans, American or otherwise to expect to participate in the fandom of the sport, they want fans to pay the high price tag and not challenge it. These record profit and viewership years with a noted larger American audience involved them paying up, but as the entirety of motorsports experiences something of a renaissance, fans are less enthused about the price tag, and every continent (yes, every single continent) has other more viable motorsports options for fans.
Yes its not necessarily the same kind of glamor and prestige as F1, but a lot of what people love in one motorsports, can be found in another. And, with lockdowns gone in most places, audiences are not at home likely spending more, and so to them what went up, must come down. So what do F1 and F1 teams do instead? Try to spin PR in a way that persuades audiences that there is something remarkable that they are paying for.
Andretti brings more profit yes, but he also brings people who do not necessarily view F1 as this novel thing in the way that fans who came in 2020-2021 do. As a result, you may get them to pay a little more, but not thousands more, especially for what (based on the last COTA and Miami race fan experiences depict on social media) seems to them to be a mediocre at best fan experience. So now what you are seeing is an attempt to leverage PR to say that fans ARE paying for something, exclusivity and the best of the best. And its not just about convincing American fans either.
How often are European fans told that they are paying for the exclusivity, history and prestige of F1? How often do European fans speak of being priced out of F1? Sometimes this is attributed to the pursuit of American audiences by fans but thats a clever PR slight of hand which moves discussion away from why F1 is several times more expensive for fans than whatever their local motorsport competitions are, and instead tells them that they need to protect F1 and its exclusivity as fans from the sinister forces that will Americanize the sport, despite the fact that Americans are also priced out, and in the case of Las Vegas, have been negatively impacted by the presence of F1. Lets circle back to Andretti.
There are two things about Andretti that makes the attempt to leverage PR seem strange. Manufactures backing, and a motorsports experience. Incidentally, motorsport experience is part of how Haas found itself in the sport, but the manufacturing backer is a big one. Now there is a lot of money to be made if he gets in, potentially record profits, but how willing will people be to pay how much they have since at least 2022?
From a financial perspective, the prices were always going to need to come down and F1, Liberty Media and Teams should have prepared for that, alas, corporations tend to hope for exponential growth and now what we as audiences view as the logical move is like pulling teeth and there is talk of how high the dilution fee should be to compensate teams for loss in revenue. And that is where, from a PR perspective, I presume this is all coming from.
Teams kick about, talk of an 11th team as a sort of manifestation of this hidden threat to the sport, fans want proof that Andretti isn't going to ruin and Americanize the sport and apply more pressure on the sport to make sure F1 protects its roots, dilution fee is negotiated very high as a result and when its announced, fans debate if its too much or too little, Andretti pays up and expresses that he is happy to and tells the American audiences that want to support his team how it was so worth it to pay x money because F1 is worthy of it, fans that want to support Andretti/a culturally American team begrudgingly take his word for it and pay up for merch or GP tickets or whatever, European fans are assured that the sport will not be dictated by Americans and continue to support it, and then the exponential growth continues.
Of course the locals especially in places where the race track is not far from their homes, where they work etc, still are not happy, and for obvious reasons, residents tend to dislike it when taxpayers foot the bill for sporting events, safety issues and more, but based on the reporting around building the Las Vegas GP, and also what has occurred in the various places F1 has raced in over the years and even historically, how F1 impacts locals does not seem to be a priority in stakeholder analysis, but rather is an afterthought.
So yeah, as usual with F1 its really about the money, and what they think will maximize it. So they will keep up this PR song and dance about exclusivity and luxury as necessity, media will keep contextualizing how exclusive it is, everyone will mention how much Andretti and other interested people paid to go ober their bids because its so exclusive, and then Andretti with General Motors and Cadillac will pay up, parrot these same ideas about being in the most exclusive sport ever, and maybe even do interviews.
Then teams will either welcome them publicly for meeting the stringent standards of the sport and emphasizing how necessary the whole thing was, or ignore the entry to reinforce that they were only logically concerned, media will put out pieces about who Andretti is and maybe even F1 primers for new fans, American broadcasters will be talking about the new American team in the most exclusive sport whilst European broadcasters talk about how if the sport was going to have another team and how now American audiences can enjoy a team in the most exclusive sport, and then similiarly to Haas, people will for the most part stop debating. That is of course until someone says something, or a team leaves, or people or corporations want to come in.
On the flipside, if Andretti doesn't get in, teams will be like "we said that this is an expensive exclusive sport and not everyone can join", Audiences won't like that for the most part, because to most Andretti makes sense for F1 regardless of if you want Andretti specifically or not, and probably won't buy it, especially since audiences are already not very moved either way by Stefano Domenicalli speaking about F1, but it may very well alienate large portions of American (and also Non European in general) audiences especially if they like other motorports.
Already because of the nature of fandom in F1, other motorsports fans don't have a great impression of being engaged in the free ways like social media, so if you want them to now be paying fans be it for a cable package or merch or GP tickets, having a new team that is neither European own nor European funded is one of very few means to persuade people to want to participate in the fanfare of F1 regardless.
And for European fans it will be difficult to tell them that rejecting the Andretti bid is not strange, because for the most part, he doesn't have the PR image of someone who would rock the boat too much in F1, and the fact that his teams do well in other motorsports also creates interest as it is not a given that he will be a back marker.
But ultimately, regardless of what happens from here on out, most teams are publicly against it because of money, and they are hoping that the PR built up so far can be leveraged to defend how the money is made, and also ensures that should they negotiate with Andretti re dilution fee, it will not look good if he or the manufacturers he is teaming with publicly state that they think its too high. You will also probably have noted that drivers don't tend to strongly oppose a new team and tend to be in favor of a new team, or indifferent and that adds another dimension to the song and dance but once again, another essay, for another day.
Thanks for the ask, sorry its so long haha.
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iismmumbai · 3 months
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9svb · 2 years
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Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET..
Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET.. Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET  NBC SportsPre-Snap Reads 10/15: Will Seahawks defense step up versus Cardinals?  Field GullsCardinals-Seahawks kickoff time remains the same after Astros sweep Mariners  Arizona SportsSeahawks will .. . . . . . . . .
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q7qq · 2 years
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Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET..
Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET.. Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET  NBC SportsPre-Snap Reads 10/15: Will Seahawks defense step up versus Cardinals?  Field GullsSeahawks will kick off against Cardinals at 1:05 p.m.  The Seattle TimesArizona Cardinals at Seattle Seaha.. . . . . . . . .
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qq3w · 2 years
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Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET..
Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET.. Astros sweep Mariners, so Seahawks-Cardinals game remains 4:05 p.m. ET  NBC SportsPre-Snap Reads 10/15: Will Seahawks defense step up versus Cardinals?  Field GullsSeahawks will kick off against Cardinals at 1:05 p.m.  The Seattle TimesAll Cardinals Staff Predictions: C.. . . . . . . . .
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mayleemedia · 5 years
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itsjustpr-blog · 6 years
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peodavies · 4 years
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boxofchocolates · 5 years
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When @prsasf @athletics host 2nd annual Sports Media & PR panel discussion featuring @the209mayor, Erica George of the A's, Ben Ross of NBC Sports Bay Area, Alex Hall of SB Nation. Dallas and I had a laugh at a player we both don't like very much 🤣 #prsasf #publicrelations #communications #sportspr #oaklandathletics #dallasbraden (at A's Game @ Oakland Coliseum) https://www.instagram.com/p/B2A5tVpJsE9/?igshid=15ne3hdkbibrw
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divinevoicesmedia · 5 years
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paddockpr · 6 months
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In honor of the rookies reunited video (not sure if you have seen it but it's George, Lando and Alex) who do you think has the best individual PR.
Hey anon, thanks for the question. Gave it some thought and I think its Alex, especially at Williams. His shift in PR from RBR to Williams is actually a fascinating study in how PR image can be rebranded. Out of the three he is in that sweet spot where he can be more serious, and more playful, people love how he interacts with other people in both personal and professional relationships, and the way that his pets are a part of his brand is also good.
One thing that makes Alex's PR particularly advantageous over Lando and George is how easily he can shift it into other interests with little pushback about whether or not he fits into a space.
Lando has two very distinct associations: gaming and golf. When he operates within these things, people like it, they feel it makes "sense", but when he steps outside of those things like when he did the vanity fair spread, or when he was in British GQ, it did not go over so well because those arenas are considered to be outside of his domain of interest.
George has this association that I can best describe as what people imagine when they hear "old money aesthetic". Obviously within the F1 fandom especially in the context of his friendships with other drivers people may say he is very funny or goofy, but when you go to his social media, his interviews etc that is not what is projected. Its very clean cut, sometimes features his girlfriend Carmen, he is at places like Wimbledon etc. There is a very clear mental image of where George should be, and where he is likely to be. For Alex, it is a lot freer, it is almost like there is a certain level of spontaneity (real or not) to his PR image. Unpredictable but not in a concerning or threatening way. He might dye his hair, he might be seeing Lily play golf, he might be spending time with his pets, he might be in x random place.
There is a very light approach to his PR which also makes it easier for him to position himself in a profitable way (like with the merch based on his pets) but also maintain a certain level of privacy that people do not interfere with for the most part. We can probably get into this on another day, but his girlfriend Lily also having great PR further helps him because in the case of male athletes in particular, being associated with people who have their own careers (especially in sports, academia or something widely recognized as being difficult) tends to have a net positive impact. You also see this with people like Valtteri Bottas, Travis Kelce and such. That is, of course if people that an athlete associates with tend to be in the public eye, it is a bit different when someone is more private like Sebastian Vettel's wife, but again, that is a topic for another essay on another day.
Now, to be fair, plenty of people are comfortable being in one particular lane PR wise, or may only have a select number of interests that do not change. However, sports is a fast paced environment with the kind of marketing that changes practically overnight, and so the most advantageous PR anyone can have, is one that allows them to shift gears with ease.
Whether it has to do with interests, the spaces they are in, or the people that they get linked to, the best PR is the one that can transform with little pushback, often because audiences trust in their perception of the person's authenticity, particularly in the context of social media. In sports PR, audiences want to buy into the perceived earnestness of an athlete, and that is why an athelete's individual PR is this extremely delicate balancing act. Professional athletes cannot sell relatability in the same way other kinds of celebrity/public figure can because professional sports involves the understanding that the people participating are exceptional, and therefore a lot more emphasis goes into things like perceived earnestness, authenticity and humility, and when athletes participate in or associate with something that is not associated with their PR image, the pushback can get very extreme. So when the PR is like Alex's which is to say, is dynamic, it means that there is a lot more opportunity to leverage it, because there are more arenas and spaces to go into with it.
The clear example of this is the move from RBR to Williams and how he came out of that with a positive image. RBR is not great at PR, and athletes tend to be in it, and subsequently leave it with a somewhat negative image, one which tends to continue to crop up, even after they leave, with the exception of maybe Daniel and Alex was no exception to that public perception. Part of that successful semi rebrand of Alex is having a very dynamic PR brand that combines a personality that people like, with a feel of closeness without being overly revealing. The balance of how he interacts with his audience is really well done.
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autotecknicus · 4 years
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mayleemedia · 6 years
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itsjustpr-blog · 6 years
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