The Goodwood Festival of Speed and similar events have evolved into cultural hubs attracting diverse brands. Non-automotive companies like TAG Heuer, Randox Health, and eBay seek real emotional connections with new audiences. The Netflix series Drive to Survive has significantly boosted Formula 1's popularity, transforming it into a narrative-driven spectacle. The festival saw over 250,000 visitors in 2024, reflecting a blend of tradition and future innovation, catering to the Gen Z audience eager for impactful experiences.
Once a playground for pure petrolheads, events including the Goodwood Festival of Speed and Formula 1 Grand Prix are becoming prime cultural real estate, no longer the domain of car companies alone.
For brands, the British Grand Prix at Silverstone, Goodwood Festival of Speed and Goodwood Revival offer rare opportunities to create real-world, emotionally charged human connections.
Netflix's Drive to Survive transformed F1 into prime-time drama, emphasizing fascinating characters over cars, leading to a global viewership explosion of 1.5 billion in 2021.
Goodwood Festival of Speed in 2024 attracted over 250,000 visitors, showcasing a blend of heritage, electric future, design, and drama, appealing to a new generation.
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