Formula One (F1) has partnered with Fédération Internationale de l’Automobile (FIA) to unveil “Grid Kids”, to offer younger fans and families the opportunity to be more involved in the pre-race ceremony. The “Grid Kids” will be selected at every F1 race, as well as major feeder series such as F2 and GP3.
This comes shortly after F1 announced it will end its practice of using walk-on grid girls in its races, as the organisation did not believe the practice is “appropriate or relevant” to old and new F1 fans across the world. The move will take effect during the 2018 FIA Formula 1 World Championship season, and also apply to F1’s other motorsports series taking place during Grands Prix weekends.
Marketing has reached out to F1 for more comments.
According to Sean Bratches, F1 MD of commercial operations, this will be an “extraordinary moment” and an “unforgettable experience” for the young fans and families. The Grid Kids initiative also serves to inspire the next generation of F1 heroes, he added.
“For the wider FIA, this is an excellent initiative that provides additional support to our member national sporting authorities, in their efforts to grow motorsport worldwide through a unique reward they can make available to youngsters participating in their national series,” FIA President Jean Todt, said.
This news follows the appointment of Wavemaker and Brainlabs last month to manage its global media duties for the first time. Wavemaker will offer lead support on Formula One’s global brand campaign, working to further reengage its current customer base, as well as connect the brand to a new, younger target audience across 90 markets worldwide. Brainlabs will work alongside Wavemaker on Formula One’s performance marketing, helping to grow the momentum behind its paid strategy across digital channels worldwide.
Meanwhile, F1 teams have also agreed to modify the bodywork of sports cars to allow for more space for sponsorship logos. This comes as sponsorship considerations have become a growing factor in discussions about bodywork recently, according to Motorsport.