Media has the capacity to change the face of Motorsport from covering events for fans to watch world-wide, to pitching profiles of drivers, riders, and racers, to delivering message on causes which are important for the future of the sport. Given such a vast array of subjects to promote, it is no wonder due diligence becomes necessary on what to share, what to leave out, and what to garner interest.
Such power to deliver written, visual, TV, and digital content on Motorsport events to all corners of the world has raised the stakes on how much air-time, on-line space, and graphic design is shared to viewers whose appetite for engagement remains infinite in scale and scope.
Most significantly, Media capabilities are supported through financial agreements based on how much coverage can be generated to attract viewers from around the world. Statistics of reach provide data to confirm positive or negative return of investment for sponsors, Brands, and industry providers.
For certain, the advancement of technology along with aerial visuals of racing has advanced Media prowess to deliver how a Championship plays out both Live and post competition. Production of Media content on high profile disciplines as Formula racing, MotoGP, WSBK, and Rally has taken racing to the fans no matter where viewers are watching in the world.
Packages of Media content on either paid-to-view platforms or paired down posts provide instant relay of racing, results, and behind the scenes footage including interviews, pit-stops, pre-during-post racing comments from drivers. riders, and racers in locations ranging from cities, to the middle of the desert.
From other side of coin, Media access remains pre-determined on who can cover events, who has rights to TV footage, and who gets air-time to mainstream audience. For sure, high profile athletes garner incredible interest from Media, fans, and followers, putting paid to the adage that sponsors, investors and industry providers gain significant exposure from an athletes successful career results.
All of which begs the question – only up to a point. As history demands looking back for answers before jumping ahead too fast, Media holds the power to balance what makes a good story against what makes flights of fancy a trend which dies quicker than it took to post. Transparency on what Media reports, authenticity of content which highlights depth of thought and creativity, along with genuine reflection on what an athlete has overcome to compete, gains huge respect amongst ever-increasing suspect audience.
The up-shot of Media scrutiny has allowed profiles of athletes below the radar to shine through – to have moments in the spotlight, in front of the camera and on the page. Stories on athletes from both genders, across myriad of disciplines have captured the attention of viewers, on the way each faced and overcame significant challenges to pursue their careers in Motorsport.
From the utterly absorbing documentation of Australian Rally rider Toby Price incredible journey of racing Dakar, detailing all mega disappointments and blows with injuries to full-blown ecstatic joy of winning. From sheer despair of training for 12 months, negotiating finances to race only to succumb to mechanical failure or sickness as Dakar rider’s Sara Garcia and Kirsten Landman know. From the hard decisions Livia Lancelot has made, switching to Team Manager of Honda NILS World Supercross Team. And from the difficult challenges facing female Formula racing driver’s to gain financial backing to race, which becomes never ending circle of needing money to further develop potential behind the wheel. Are to name a few.
Where the bottom line for Media changes on daily basis, content and strategy to sustain engagement of viewers for the continual growth of the sport has real potential to test the way content is produced. Love it, or loathe it, delivering Media to the masses tests the parameters of thought on how to incorporate the established techniques with the unknown quantities of what an audience wants – even before they know it.
Great challenge for those who relish pushing their own levels of competence in the working world of Media.
Header photo: Livia Lancelot Team Manager for Honda NILS World Supercross Team.
Words: Sharon Cox.
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