The changing landscape of producing Media on Women in Motorsport prompts exploration on the range and scope of options available to elevate the profiles and careers of females racing varying disciplines around the world. Whether women are competing in FIA or FIM Motorsport Championships, a common interest to broaden reach on the accomplishments of these female athletes rests on the capabilities on the evolving concepts of Media production.
Taken in perspective, creation of Media content on Women in Motorsport has undergone a plethora of change over the past 10 years from straight up posting of race results, to written and filmed interviews track-side, to behind the scenes videos pre-post racing, to TV Live broadcasts of racing, to social media feeds by Teams and individual women driver’s, rider’s and racer’s.
The result of content produced has enabled fans and followers increased engagement of women competing across disciplines which vary in terrain, venue, race format, and seasonal calendar. Not only have women developed their profiles and geographical reach through continual up-dates of events, news, and reactions to results, but in doing so, each has provided public endorsement to corresponding Brand/Team and sponsorship support which provide the necessary resources to race.
Switch up to the digital age of technology covering Motorsport events and the changes are evident on what will hold the most sustained development in the future. Merges between enterprises with common interest to extend reach of fan-base are on the forefront of the main stakeholders in Motorsport. And, so to are collaborative initiatives on production of content which remains original and transformative in strategy to enlighten fans and followers on how athletes achieve success in their respective careers.
A recent forum held by Blackbook Motorsport in London identified key factors which explored the ‘digital, sustainable, and International transformation of the global Motorsport industry’. Guest speakers from the world’s highest profile Brands and companies shared their knowledge and expertise on matters of importance which would ultimately influence the growth of Motorsport to the public at large.
Largely, discussions were focused on strategic planning on how technological innovation could support growth within international markets, along with important take-outs corresponding to the development of Media content on Women in Motorsport. Chief Marketing Officer of Extreme E and Director Media Rights and OTT of World Rally Championship highlighted the significance of producing ‘original content as the key to audience and viewership growth‘ along with ‘digital innovation as the key to success’.
A supporting report titled ‘Digital Trends 2023’ by IMG Media based in New York analyzed various performances of Media production from streaming, to mergers and acquisitions, to use of new technologies to attract fan engagement, to digital content on Women in Sport. The report highlighted changes aplenty, most significantly brushing aside the old and stale forums of who won, to more transparent content focused on Media packages which bring the athletes experience of racing to the living room and boardroom around the clock.
Facts state that gearing content on demand offers the consumer broader appeal to subscribe, making upswing for increased commercial revenue. As the report states: ‘no longer do we pay to subscribe to content, we pay to subscribe to a package’ – and that ‘content planning is increasingly not dependent on results’.
Transition such principle of thought to the development of Media production on Women in Motorsport and the main facets to action are:
‘With the continued growth in OTT media rights across all sports and the rise of non-live content, women’s sport can sit perfectly at that intersection backed by the increase in physical attendance and new long-term sponsors. There is great value to be found in connecting with consumers through a new perspective on sport’.
Most certainly, production of Media content on females competing in World Championships remains highly relevant to the evolvement of profiling Women in Motorsport. Re-assessing how Media content reaches local, regional, National, and International communities not only determines the growth of following but also support. Such endorsement by mainstream public, cross cultures, populations, and continents provides the necessary components to sustain present and future female driver’s, rider’s, and racer’s to fulfill their potential in chosen Motorsport careers.
Header photo: Michelle Gatting competing with Iron Dames Team in WEC 6H Monza Image: Iron Dames
Words: Sharon Cox.
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