Driving Fans Crazy
It’s more than just burning tyres, horsepower, team spirit, pit stops and pretty babes. F1 is the latest formula for our city slickers. And we are all drinking to it!
Sensing a golden business opportunity to zoom straight into the urban mindspace, corporates and F&B chains have spun a new strategy around the game. Sports channel espn is busy tying up with pubs to promote F1 nationwide. If in Delhi it’s Geoffrey’s, then by month-end the fever will spread to Calcutta, Mumbai and Bangalore.
Collective interest towards motorsports has been fomenting over the last few seasons. Star Sports’ live F1 telecast was the final trigger and Narain Karthikeyan’s win has added the zing. Life on the fast tracks was never better.
The objective of F1 live screenings is to extend the mid-season mania on the ground, to provide the fans an ambience of collective thrill and frenzy. And what...