Make a petrol icon a low-carbon leader
- Topics
- Climate Action
- Diversity, Inclusion & Belonging
- Storytelling
- Services
- Materiality analysis
- Sustainability strategy
- Carbon footprinting
- Communications strategy
We helped Formula 1 define an ambitious strategy that will power the entertainment spectacle to a sustainable future and increase appeal to a new generation of fans.
Challenge
The world’s greatest motor racing series needed to get future-ready and appeal to the next generation of fans. Our challenge: minimise impact, maximise spectacle.
Solution
We developed F1’s first-ever sustainability strategy. It sets out a bold agenda for complete decarbonisation, sustainable fan experiences and leading the way on diversity and inclusion within the sport.
‘In launching F1’s first ever sustainability strategy, we recognise the critical role that organisations must play in tackling this global issue.’
Chase Carey, Executive Chairman of the Formula One Group
Impact
The new strategy generated massive coverage across multiple national and international media channels. 82% of fans appreciated the lengths F1 is going to act in a more sustainable way, and 60% said that they are willing to change their behaviour as a F1 fan to contribute to a more sustainable sport.
Since the announcement of the new strategy, F1 has launched the first barrels of 100% sustainable fuel and has accelerated remote production, which has led to a 34% reduction in technical cargo and a 36% reduction in travelling staff sent to every race. Solar panels that create enough year-round energy to offset the entire Grand Prix have been installed at the French and Canadian circuits, with the Circuit de Catalunya also 100% renewably powered.
From safety developments to ultra-efficient hybrid power, Formula 1 has been at the forefront of technological innovation throughout its history and has directly benefited the wider automotive industry. That means the breakthroughs made as part of this strategy have the potential to lift the entire car and fuel industry.
