More business at the Paddock Club

One of the images that has made F1 famous over the years is the VIP area, known as the Paddock Club. Television images, produced by the FOM, do not hesitate to show these people capable of spending nearly 5,000 euros for a three-day pass.

But as the crackdown on corruption becomes increasingly pressing, invitations to such events are becoming less and less compatible with the internal guidelines of large companies. Hence the need for the Paddock Club to offer complementary packages.

The idea is therefore to be perceived more as a business center, or even a business conference, as explained by a representative of the organization during the Bahrain Grand Prix: « We need to position the Paddock Club less towards champagne and lobster and more towards business development. This is what we have created and it is what we were asked to create. »

While F1 took years to even have an active official Twitter account, it has set up a smartphone application that allows various guests to create a profile, which they can open or close depending on their willingness to be contacted by other guests. In essence, this is nothing more than a social network with a very limited population but with converging interests, which allows for significant value enhancement.

To make the meeting happen without eavesdroppers hearing the content of the discussion, Paddock Club Business Suites will now be offered, even though they cannot yet be reserved in advance.

It’s the launch of the #PaddockClub Business Suite. A perfect platform to combine sport and business. #BahrainGP #F1 pic.twitter.com/726hMkrcFi

— Sauber F1 Team (@SauberF1Team) April 1, 2016

This type of initiative also serves the interests of the teams, who can also propose them to their own sponsors, who can invite clients or business partners.

With the participation of www.racingbusiness.fr