The world of sport has paid witness to a whole host of strategic alliances in contemporary times. Sports teams and Sponsors (e.g. Bayern Munich and Allianz), Sports Teams and TV Broadcasters (e.g. BPL and Sky) , Sports teams and other Sports teams ( e.g Rajasthan Royals + Cape Cobras + Hampshire Hawks/Royals +Trinidad &Tobago combining to form the World First Global Sporting Franchise) or even rather controversially Sports Teams and Players ( e.g . Ailton and Qatar National Football) mere cases in point. However, collaboration across sport has come to become the new wave in the tide of commercial boom. Life is very much on the fast track – potions of Soccer and Formula 1 have been shaken and stirred in an attempt to create the “Super League Formula” .
Trending
A simple and yet intriguing concept developed by businessmen Alex Andreu and Robin Webb revolved around open wheel single seater motor racing with teams sponsored by association football clubs / national teams. Identical cars and 750 Horsepower V-12 engines meant that all participants were on the same page and competitive balance was rife. The first edition was held in 2008 with 18 teams participating amongst which Beijing Guoan driven by Davide Rigon came out tops followed by PSV Eindhoven (Yelmer Buurman) and AC Milan (Robert Doornboos). The second edition in 2009 saw FC Liverpool have their name inscribed on some trophy after all with Adrian Valles taking the podium followed by Tottenham Hotspurs (Craig Dolby) and FC Basel 1893 (Max Wissel) . The latest edition in 2010 saw Davide Rigon do the trick yet again but this time for FC Anderlecht with Tottenham Hotspurs (Craig Dolby) and FC Basel 1893 (Max Wissel ) duplicating their performances from the previous season. For some Indian interest, Narain Karthikeyan raced for PSV Eindhoven winning the second race at Brands Hatch, Great Britain.
The scheduling of races is not very different from conventional motor racing with Qualifying held on Saturday followed by Race Day on Sunday. However, a format change in 2010 added to the uniqueness of the underlying concept by adopting a system based on a group stage to knock-out format used in some football tournaments during qualifying. Race day comprises of two races (one with a reverse grid ) after which there is a third 5 lap ‘Super Final Race’ all accounting for points and prize money. The winner takes home a booty of 1 million Euros with 500 thousand Euros and 250 thousand Euros apiece up for grabs for the second and third places overall at the end of the 12 race event. The slogan typifies the concept ‘The Beautiful Race: Football at 300 km/h’.
New kid on the block
From a commercial front, the idea is one to capture the imagination of the baby boomers. With a growing number of supporters worldwide for both football and motor racing individualistically, this venture is set to building a platform where the passion for football is combined with the thrill a minute ride of Formula 1 largely banking on money doing the talking. Uncertainty of outcome is a major selling point for the event as it looks to become a substitute product in the sporting portfolio. Would a teenager whilst picking a team/sport watch Barca hammer opponents week in and week out or have a Barca of a different kind engage themselves in a more closely knit and wound up circuit? Subject to debate. As things stand, 100000+ fans have graced the 12 race event contributing a significant fraction of the revenue generated for the event. African Oil Giant Sonangol was the title sponsor from June 2009 until the end of the 2010 season forming a large chunk of money matters. TV Broadcasting was taken to new frontiers with deals signed up with companies such as Express Co. Limited in places as diverse as Japan with more potential for generating income. Merchandizing and street shows complete the cash wagon wheel. Partnerships are meant to be mutually beneficial and how these shapes up in the future in one to keep a watch out for. They would do well to learn from the failings of the A1 Grand Prix specially in terms of attracting sponsors,fans and broadcasters.
The 2011 season kicks off this weekend at Assen in the Netherlands with a slight change meaning that cars will bear the flag of different nations although six clubs will continue to bear their logos on them.
Full entry list:
Neel Jani – SF Belgium – RSC AnderlechtYelmer Buurman – SF Netherlands – PSV EindhovenTristan Gommendy – SF France – Girondins de BordeauxFilip Salaquarda – SF Czech Republic – Sparta PragueFrédéric Vervisch – SF LuxembourgEarl Bamber – SF New ZealandDuncan Tappy – SF JapanRobert Doornbos – SF NetherlandsMaría de Villota – SF Spain- Atlético de MadridAndy Soucek – SF Turkey – Galatasaray SKHo-Pin Tung – SF ChinaAntonio Pizzonia – SF BrazilJohn Martin – SF AustraliaCraig Dolby – SF England1
Lets hope that the concept goes the distance in bringing a new dimension to the killer content that sport thrives on – with speed and gusto . Final thoughts – just for the ratings , how about Nelson Piquet diving oops driving for Barca !
Brothers in arms
