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Fan Connect · Motorsport

A global calendar, one connected fan.

Fan Connect turns team merchandise, tickets and race-weekend moments into tap-to-open fan portals. Fans get content, participation and offers; teams get to know their supporters.

  1. 1Tap or scan
  2. 2Open the portal
  3. 3Build the relationship
A team cap and tagged jacket in a pit garage beside a phone showing a team garage portal with pit-wall content, podium predictions and paddock extras
The challenge

Global fans. A fragmented connection.

  • Fans follow worldwide, but teams rarely know who they are.
  • Loyalty follows drivers as well as teams.
  • Merchandise sales rarely start an ongoing relationship.
The fan's year

The motorsport fan's season, connected.

  1. A phone showing a pre-season portal to watch the livery reveal, vote the livery and join the members, with a team jacket blurred behind
    01 · Pre-season

    Launch and livery reveal

    Tap new teamwear to open the livery reveal and join the season's fan community.

  2. A phone showing a race weekend portal with practice, qualifying and race tabs and a predict-the-podium button, with a tap-or-scan lanyard pass blurred behind
    02 · Race weekend

    Practice, qualifying, race

    Scan a race pass to open session content, qualifying predictions and a podium pick.

  3. A phone showing a behind-the-scenes portal with a factory tour video and a quiz, with a model racing car blurred behind
    03 · Between races

    The weeks in between

    Tap a model car to open factory stories, driver content and the next race preview.

  4. A phone showing a moment of the season voting portal with a membership renewal button, with a team scarf blurred behind
    04 · Season end

    Finale and the year in review

    Scan a keepsake to open season highlights, fan voting and membership renewal.

Portal ideas

Portal ideas built for racing.

A phone showing an Inside the garage portal with a pit-wall briefing video, an engineering explainer and a watch next clip button, with a tagged team jacket blurred behind

Inside the garage

Tap teamwear for approved behind-the-scenes clips and engineering explainers.

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Digital experiences
Connected products

What fans tap.

An NFC tag or QR code turns a physical item into a portal entry point. No app download needed.

  • Team caps and shirts
  • Jackets and teamwear
  • Grandstand tickets and lanyards
  • Paddock and hospitality passes
  • Model cars and collectible editions
  • Signed and race-used memorabilia
Connected merchandise
For partners

Turn partner visibility into fan participation.

  • Title and livery partners

    Fan activities and offers, with clear participation reporting.

  • Technical partners

    Engineering stories fans choose to explore.

  • Circuit and series partners

    Connected activities across grandstands, fan zones and watch parties.

Sponsor activations
Sales opportunities

New ways to sell, not just to engage.

A limited-edition model race car in a display case with a tap tag, beside a phone showing a members-first limited drop, a hospitality upgrade and a partner offer

  • Limited-edition drops

    Model cars, special-livery caps and race-specific teamwear released to known fans first.

  • Hospitality upgrades

    Offer available premium experiences to fans already exploring race-weekend content.

  • Membership

    Invite engaged supporters into paid membership with relevant content and access.

  • Partner offers

    Technical and commercial partners deliver offers to fans who have chosen to take part.

  • Connected memorabilia

    Give signed and race-used items a documented story that stays with the product.

How it works

Four ways in for motorsport.

Digital experiencesPredictions, collectibles and member content for every session of the race weekend.Matchday & venuesGrandstands, fan zones, hospitality and partner venues connected to the same fan profile.Connected merchandiseTeamwear, model cars and memorabilia that open the team's world with a tap.Sponsor activationsPartner moments built into the fan journey, with clear participation reporting.

Built on SmartLinks, the platform behind every tap. Explore the platform.

Questions

Motorsport fan engagement FAQs.

How does Fan Connect improve motorsport fan engagement?

Fan Connect turns teamwear, tickets and collectibles into a direct line to each fan. A tap opens predictions, behind-the-scenes content and offers, and every interaction builds a fan profile the team owns.

Can fans who never visit a circuit take part?

Yes. Most motorsport fans watch on screen, so experiences work wherever the fan is: at home, at a watch party or in the grandstand.

What is NFC team merchandise?

Team caps, jackets and collectibles fitted with a small NFC tag or printed with a QR code. Fans tap or scan with their phone to open the team's portal; no app download is needed.

How does it help motorsport sponsorship activation?

Partners appear inside experiences fans choose to open, such as podium predictions or garage content, and receive clear reporting on participation rather than estimated impressions.

Does it work for teams, circuits and series?

Yes. Teams connect their merchandise and members, circuits connect grandstands and fan zones, and series connect every round to one experience.

Other sports

Other sports:FootballRugbyCricketAthletesArena & Campus Sports
Identify · Locate · Activate

Turn fan datainto sponsor value.

Reach fades. Known fans stay — and keep creating value for the club and its partners. Talk to our team about Sport, Music, or Entertainment, and we'll map your products and sponsor inventory to the loop to show you the fan data — and the commercial story — you should already own.

Talk to our teamBook a demo
No setup fees · Rapid deployment · Enterprise support