US ‘F1’ event bids to raise its profile for UK debut

Championship Auto Racing Teams (CART), the US equivalent of Formula One, is targeting the outgoing, adventurous, 20-something “Friends generation” in a bid to raise the sport’s profile on the eve of its UK debut.

The race, known as the Rockingham 500, will take place on September 22 at the recently constructed Rockingham Oval, Northamptonshire. It will establish the venue as a permanent fixture in the 21-race series, adding to the number of “fly away” (foreign) races, which include races in Germany, Japan and Australia.

Executives at Rockingham plan to raise publicity for the sport on the back of the Silverstone F1 Grand Prix this weekend (Sunday, July 15).

Publicity for the event will include separate assaults on the style-conscious women’s and men’s magazine market, as well as a direct marketing and a localised outdoor campaign.

Men’s magazines, such as Loaded and FHM, will carry a pocket book focusing on how competitors cope with the “brinkman” aspects of the sport, often driving just inches from a concrete wall at speeds of up to 250mph.

Women’s magazines such as Elle and Red will carry pin-up posters of star drivers.

The campaign will be explained in a four-page bound insert to appear in weekend newspaper colour supplements. Motoring publications and the US community living in the UK will also be targeted.

Rockingham commercial director Kate Hampton says: “We don’t see Formula One as a direct rival. However, we can use the hype created by the media for Silverstone, before and after the event, to our advantage.”

“We are targeting the “Friends generation”, who are seen as adventurous in attitude, impetuous, successful and fun loving.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here