Supercars is showing how to win with fans and advertisers during COVID-19
Supercars’ All Stars E-series is a masterclass in producing content, engaging fans, providing value to advertisers, and ‘doing’ sport during a pandemic. And as Chris Colter explains, it’s saved him.
Last week, I was saved.
Like many Australians, I have spent the last month or so mulling around my home office feeling empty – a shell of a person who doesn’t know how to effectively occupy their time when sport isn’t on the TV.
A large part of my identity lays dormant while we’re collectively flattening the curve. No matter how many commentary programs, podcasts and personalities I listen to, without actual events to talk about, it’s basically a nostalgic tease.
I also agree this is a great innovation for Supercars’ fans and advertisers. Related to the ‘invite fans in’ point, the Eseries will surely benefit the sports’ participation as the technology overcomes the high barriers to entry that come with competing in Motorsport. Unlike footy where you can have a kick at the local oval or play cricket at the beach, Motorsport suffers because of the massive hurdles that make it inaccessible to the masses.
Showcasing technology like this on a national stage via Supercars will surely work wonders for recruiting new ‘drivers’ to the sport. Sure there’s value-adds for sponsors and an enhanced fan experience with all the broadcast innovations so well explained here, but it will be interesting to see how the participation of the sport is bolstered with this new layer of accessibility.
The difference with E-Racing opposed to virtual versions of other sports say A-League for example, is the way the drivers drive the virtual car.
Apart from the heat and noise and other factors the steering and footwork in a real car can far more easily be replicated in a Sim than any other sporting discipline.
I race online often and it is a workout. Arms and Legs can get sore. Get sweaty. Almost like being in a real car.