Canadian F1 Grand Prix Organizers Put Focus On Families; Finding Title Sponsor

Canadian GP

Sunday’s Canadian Grand Prix "will continue what has become Formula One’s more than three-decade run in Montreal," according to HJ Mai of SPORTSBUSINESS JOURNAL.

In some respects, though, this year’s event "marks a new beginning." It is the first race "since organizers reached a deal with Formula One Management last year to keep the event in Montreal (at Circuit Gilles Villeneuve) until at least 2024." Louis-Philippe Dorais, strategic adviser and national press officer for race promoter Octane Racing Group, said, "The new contract gives us time to strategize, take a step back and say, 'What do we want this to be for the next 10 years? Where do we want to go with this?'"

To that end, Octane this year has "put an emphasis on family accessibility." Chief among the group’s efforts "has been the creation of a 'family grandstand' at the track, where children ages 15 and younger accompanied by an adult will receive free admission, while spectators 65 and older can get nearly half off the $220 price of a three-day pass." Organizers have touted the feature as "a unique offering across F1 venues, designed to be an area aimed at getting multiple generations of families to attend the event together." Dorais: "Formula One does have that image that it is a little bit hard to get into and only for people who have a lot of money."

ADDING SPONSORS: While he declined to disclose specific sales figures for the coming weekend, Dorais did say ticket sales "are ahead of last year’s pace." Several grandstands have sold out, he said, and organizers "added an additional grandstand this year to accommodate the demand." On the sponsorship front, Octane "has added Charton-Hobbs and Sleeman Breweries in the wine and beer categories, respectively."

Its partnership portfolio also includes Monster Energy and Mercedes-Benz Canada. The German car brand "has been a sponsor of the event" since '10 and has "renewed its deal for an additional three years," through '17. One of the priorities for Octane going forward "will be acquiring a title sponsor for the race." Dorais: "We are currently in discussions with Quebec-based, Canadian-based and international-based businesses, but we want to find the right fit for the longevity of the event." SPORTSBUSINESS JOURNAL