#3 Aidan Lyons, Williams Racing – The race to monetize F1 fans after Drive to Survive

Aidan Lyons is Chief Growth Officer at Williams Racing, one of the most successful and prestigious Formula 1 teams in the history of the sport. Founded by Frank Williams in the 1970s, Williams Racing boasts over 391 million global fans. Aidan joined the F1 team in 2021 following a decade at the NFL, responsible for revitalizing Williams Racing’s fan engagement strategy hot on the heels of series one of Netflix’s Drive to Survive. But how is Williams Racing capitalizing on sport’s exciting international growth?

 

In episode three of The Fan Engagement Podcast, we uncover:

• 04:03 - 06:37 How Aidan and his team unlocked 300% social media growth in two years
• 06:38 - 07:29 The power of interactive O&O content for fan monetisation
• 10:08 - 12:14 How Williams Racing captured new U.S. audiences after Drive to Survive
• 12:15 - 14:12 Why the F1 team created exclusive behind-the-scenes content to engage fans
• 14:13 - 15:35 Williams Racing’s unique approach to physical fan activations
• 16:57 - 19:11 The best digital channels for engaging and monetising fans at scale
• 19:12 – 20:32 The secrets to more meaningful, measurable sponsor activations