Why F1’s 2025 livery launch event will be an important litmus test

Back in 2019, Formula 1 bosses held a season-opening event in Australia to kick off the new campaign. All the drivers attended the show that was held on a big stage in Melbourne’s Federation Square, which incidentally was free, and it was a standout success.

For whatever reason, it was never repeated – presumably due to the lack of fans at the opening races in Bahrain and Saudi making it much of an event.

F1 has now revised the event which in 2025 will take the form of a livery unveiling for all its 10 teams, which will be held in London’s The O2 on 18 February.

It is a great idea on paper, a way to engage fans within a city centre and generate interest during the winter. It is also a good barometer to test the value fans currently place on F1.

All 20 drivers and 10 team principals will attend the event, which kicks off F1’s 75th anniversary year in what is being billed as “an incredible evening” that “will see fans immersed in the drama and spectacle that is Formula 1, as they join the teams to unveil their 2025 liveries”.

If the likes of Sauber, Williams or Haas are content with the limited global media exposure they will receive – given they are going up against the bigger teams who are likely to attract the attention, particularly with Lewis Hamilton being unveiled as a Ferrari driver for the first time – then great. However, whether the sponsors would agree is another thing.

A pre-season launch date is usually picked by a team so as not to clash with a rival. It means each team gets a crack at unveiling their challenger for that season, giving it valuable brand exposure and air time to its drivers and team boss. However, launching all 10 teams on the same day will reduce that impact, unless they still hold a separate event, such as a shakedown at a track, for example. 

F1 ultimately deserves credit for conceiving the event, however charging fans between £58 and £113 per ticket could be a problem.

It is understandable that F1 is trying to benefit from its increasing fanbase, especially a younger demographic. F1 merchandise is now commonplace on High Streets and at this price point – around a quarter of the costs of an F1 ticket – it offers fans the chance to see their heroes in an accessible location. But £113?

The organisers have promised “top class entertainment and special guest presenters” and in any case, such is…