A blog by Business of Motorsport Tutor, Emma Thomson
I’m a very lucky girl. I got to spend a large chunk of the summer indulging my love of motorsport. There was a bit of a detour to the Paris Olympics but alas, no motorsport there (unless you count that funny motorised scooter in the cycling). I also failed to get any Wimbledon tickets but I’m not bitter!
No matter. There was plenty to keep me occupied; from working behind the scenes at the British Grand Prix, delighting at the historic treats at the Silverstone Festival, to marvelling at the heritage and innovation on display at the Silverstone Museum and Formula 1 Exhibition.
All four experiences showcased the growing popularity of motorsport, if crowd size and length of queue is anything to go by. And they were certainly clear demonstrations of the extraordinary achievement, challenges, history and innovation associated with the many different facets of the global motorsport industry.
Between them, every Business of Motorsport module was on display, from sustainability, hospitality and broadcasting to sponsorship, commercial management and governance. And each event was a clear indication that motorsport is attracting more diverse audiences who are both hugely knowledgeable about the current scene and respectful of motorsport heritage.
I thought I would share some of my favourite photos from these fantastic events to show you what I mean.
Every year, I get to work as a Paddock Tour Guide for the British Grand Prix. It is an enormous privilege getting behind-the-scenes access at this incredible global sporting event.
I get such a buzz showing VIPs and competition winners around the paddock who cannot believe the sheer scale of the operation or the meticulous level of detail that goes into the event.
Of course, most tour groups just want to get a selfie with their favourite driver. Me, I was more delighted to meet the most famous puppy in motorsport, Leo Leclerc! Everyone’s a celebrity in Formula 1!
I’m always amazed how accessible the drivers, team personnel, broadcasters, head honchos and celebrities are in the paddock. The drivers are in constant demand, often right up until the moment they step into the car, but they are all very generous with their time and understand the importance of fan engagement.
One group even got to chat about safety and the weather with the FIA President himself. And some lucky devils got to see the slick inner workings of a Formula 1 garage. My favourite picture is of fans wandering on the track at the end of the race, feeling the history of the hallowed tarmac beneath their feet or collecting bits of discarded tyre rubber as mementos of their day. This place and this race are special.
The Silverstone Festival is a gem of an event. In contrast to the Grand Prix, it’s access all areas for all ticket holders. Everyone has the chance to see not just the races, fan areas, food and merchandise stalls but also the garages, special exhibitions and even the Silverstone Museum.
It’s incredible how close you can get to the cars – so close you can touch these historic beauties. No heavies guarding the garages and motorhomes to keep the riff raff out. It was great to see the rawer approach to garage set up. Less corporate gloss and cleanliness, more trestle tables and toolboxes! This year, there was a special exhibition of cars driven by Ayrton Senna throughout his single seater career, including his very first kart. Amazing!
The emphasis on historic racing might attract the more diehard racing enthusiast, but there is still a wonderful family festival vibe around the place for everyone to enjoy. It’s a great business model for expanding the appeal of motorsport to a wider audience without the craziness of Formula 1 crowds.
The Silverstone Museum was a popular spot. It was my first visit and great to finally see inside. It’s a wonderful addition to the Silverstone visitor offer – and long overdue. What better way to showcase the heritage of a former airfield than in one of the original aircraft hangars?
They have done a fantastic job curating a collection that covers all eras of motor racing history, technology and innovation, the business behind the industry and future trends. I enjoyed seeing reminders of my first ever Grand Prix too. I’ve seen 30 live races now, but that first one was special.
My last visit of the summer was to the F1 Exhibition at London’s ExCel Centre. I’ve just heard the exhibition has been extended to the end of March 2025. Another indicator of the popularity of the sport – demand for tickets it still riding high. I wondered if the exhibition might struggle to appeal to new and longstanding race fans. But they pitched it just right with an interesting variety of exhibits, interactive displays and video and audio excerpts narrated by the great and the good of the sport.
I really liked the focus on some of the most significant future trends likely to impact on the sport. And the display of the burned out monocoque of Romain Grosjean’s HAAS car is a stark reminder that safety must always be a priority.
I thoroughly enjoyed my summer of motorsport. Live events and exhibitions are a great way to see the business of motorsport in action. Already making plans to see more in 2025.
Emma Thomson
Business of Motorsport Tutor
