In 2015, merchandise group Fanatics launched a campaign in NASCAR that used “superstores” at each race where fans could purchase gear for drivers, teams or the sport in general.
The idea didn’t work at all, and fans didn’t care for it. So, NASCAR eventually went back to selling merchandise from souvenir haulers.
Now, Formula 1 is planning on using the same exact strategy. F1 is teaming up with Fanatics for the souvenir superstores at each race that will carry F1 gear, driver, team and Grand Prix products, according to Motorsport.com.
F1 head of commercial operations Sean Bratches said the superstore will be much better and easier for fans.
“Next year we will have a massive tent experience,” Bratches said. “You will be able to pick items up off a rack and see if it fits, then go into a queue with 15-20 registers and if you want to send it home, our partner DHL will be there to take care of it for you.”
Bratches and the F1 executives from Liberty Media are hoping the idea works out better than it did for NASCAR.
F1 is competing with NASCAR, so it is a bit odd to see them using a failed NASCAR strategy. Of course, if it works out for F1, executives will consider that a win over its American counterpart.
The F1 execs are confident in the idea, and they expect to see an increase in merchandise revenue for the 2018 season.