In The Race to Exist...

Here’s one… What I’m writing about today has largely gone under the radar outside of the motorsport industry, but just over two weeks ago the difficult decision to cancel the remaining three races of the W Series season was made.?

The W Series was established three years ago to provide the pathway for female racing drivers to reach the higher echelons of the sport. Efforts have been made - somewhat - to get women into Formula One in the recent past, but the vision led by W Series leader Catherine Bond Muir is to take control of their destiny and to put on a show in their own right. The championship has provided thrilling racing, amazing stories, rivalries and emotions. Sadly however, that’s not enough in the eyes of investment to warrant the writing of further cheques.?

So what really is the issue? Is this just another example in a long line of examples where society's expectations of equality in sport isn’t met? For me, the issue comes from the same old place that plagues our industry at large; reach… Despite featuring as part of the F1 bill at a number of events, the W Series doesn’t get the broadcast exposure or integration of F1. It offers free streaming in an effort to make watching the races easier. It doesn’t benefit from the ‘Drive to Survive’ effect (although there’s an idea, Netflix… “Race To Exist”…)

In crude terms, on the basis of the people it reaches it doesn’t warrant the investment of F1. Now, if we flip this around and look at what it offers far beyond reach, it represents a truly unique opportunity for a type of storytelling lacking in global sport. It’s against the odds. It’s the desire to win, it’s risk and reward. It’s life on the line. It’s the desire to create a voice, platform and prosperity for female racing drivers. It’s a moving example and proof point of what major organizations go to great lengths to fabricate through their advertising every day…

I’ve argued for a long time that for every dollar spent in sponsorship, the investor has the ability to touch more areas of their business than every dollar spent on advertising. That’s where the value of sponsorship comes from… There is no organization in operation today who doesn’t face the need to modernize their C-Suite, to mobilize DE&I programs, to provide evidence of their support of and for women. So why is it these organizations - many of whom invest in Formula One turn a blind eye on the W Series??

What Bond Muir is striving to achieve with the W Series is nothing short of epic. For millions of young women to see these talented drivers such as Jamie Chadwick do what they do is hugely motivating.?

I think one fan’s comments on the matter raised an interesting point… The cancellation of the W Series came roughly at the same time as Red Bull Racing were found guilty of breaching the budget cap; by an amount that would more than cover the W Series funding gap. Surely that would have been a more appropriate penalty - to cover that gap.?

Alas, it’s not to be for the W Series this season. Focus on funding moves to 2023. Despite what words you hear about support for women’s sport echoing around our industry, until we can re-educate the marketing universe on the role and value of sponsorship away from being a reach play, we will continue to be plagued by such gut wrenching examples of the gap we’re still yet to close.?

To Catherine, Jamie and your colleagues. I’m sorry we’ve failed you. To our industry, let’s reframe this narrative and raise the tideline of understanding. Don’t start with reach, start with persuasion.