SponsorPulse Insight | W-Series Analysis in US, UK and Italy


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SponsorPulse sifted through the data and analyzed the W Series women’s single-seater championship and its performance in three key markets.

SponsorPulse Insight |  W-Series Analysis in US, UK and Italy

With all the buzz surrounding the second season of the all-female single-seater W series, we’ve decided to dedicate this month’s SponsorPulse Insight article to the growing motorsport competition and the health of its properties in the United States. United Kingdom, United Kingdom and Italy.

W series in the United States

Motorsport as a genre of sport has undoubtedly developed in markets like the United States. While America’s motorsport industry is typically dominated by series such as Nascar, Formula One, and IndyCar, that doesn’t mean other titles haven’t found their place at the heart of it all. NHRA Drag Racing, AMA Pro Road Racing, MotoGP, and of course, W Series, have all been able to carve out a place for themselves in a relatively crowded sports market where motorsports continue to thrive.

In the United States, more than 59 million people have signed up with the W Series at least once in the past year, and 43% of that group sign up on a weekly basis. The Young Race Series actually outperforms American men than women, as the property receives a SponsorPulse opportunity score of 14 when filtered by male demographics (compared to the opportunity score of five. for women). In fact, of the 37% of American men who have signed up with W Series in the past year, 50% of them interact with the property on a weekly basis and 15% say they are excited about the competition and what she has. to offer. While these aren’t exactly equal to the numbers that the National Football League (NFL) or the National Basketball Association (NBA) are currently pulling, it’s still encouraging to see how far the all-female motorsport competition has grown. went well over the next few years. he’s been around.

W series in the UK

With five of the current 18 W-Series pilots coming from the UK, there is certainly an opportunity for the property and its sponsors to connect with UK consumers. According to data from SponsorPulse, the racing series has yet to reach its maximum potential, but it holds promise as a viable sponsorship opportunity for brands.

W Series has just started its second season, supporting Formula 1.

Of the 18% of UK consumers who have signed up with property in the past year, one in three signs up with W Series on a weekly basis. While it’s ideal to expand this reach to reach a larger percentage of the market, being able to connect with a significant portion of the audience 52 times a year is certainly an attractive feat for potential sponsors. Additionally, the UK W-Series performs best among 25-39 year olds as 30% of consumers in this age group have interacted with the competition in the past 12 months.

W series in Italy

It is not surprising that motorsport holds a special place in the hearts of sports fans in Italy. Formula 1, MotoGP and Scuderia Ferrari are all ranked in the top ten for marketable properties nationwide based on SponsorPulse opportunity scores. With such an affinity for motorsport in general, the W-Series should benefit greatly in the market from its recent decision to increase sponsor involvement and move to a team championship from 2022.

Currently, 23% of Italian consumers have engaged with property in the past year, and 32% of this cohort engage on a weekly basis. Unfortunately, the W-Series only registers a dynamic rating of seven percent, which represents the percentage of engaged people who claim their interest in the property will increase over the next year or so. With the arrival of the new team-based model and the decision to provide support races for Formula 1 Grand Prix weekends, we hope that this metric will see an increase over the next year and begin. to generate greater engagement in a market where motorsport is particularly integrated into sport culture.

Without a doubt, the W Series has demonstrated the need and appetite for an all-female racing series that allows these athletes the opportunity to compete and fight for seats in competitions like Formula 1. Although it does Entering only its second season, the promise this young property has shown is not only insightful for sports marketing executives, but also inspiring for those wondering what the future of women’s sport looks like.

Recently, the world celebrated International Women’s Day in Engineering and our friend Georgina Yeomans from BlackBook Motorsport responded to a video from Williams Racing claiming that “Women belong to motorsport! “.

We’re proud to say that we agree with Georgina on this one, and according to our data, the rest of the world too.

To learn more about international consumer data regarding the W-Series and other motorsport competitions around the world, visit our website here.

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