Liberty Media, the F1, wants to engage and retain the younger audience in Latin America by signing an agreement with McDonald’s
Arcos Dorados, the operator of the McDonald's franchises in Latin America, has signed an agreement with Formula 1 for several seasons. The hidden objective will be to build loyalty among the future F1 fans, just as the fast food chain has always done by building loyalty among young people with the famous 'Happy Meal'.
A happy contract. Liberty Media (Formula One Management) has just signed a win-win contract with McDonald’s (Arcos Dorados) for the regions of Mexico and Brazil.
During its two events, F1 will broadcast advertisements on the tracks, while McDonald’s will carry out various operations in its more than 2300 restaurants in Latin America, with the aim of attracting and retaining young customers.
F1 estimates that its two countries, Brazil and Mexico, have more than 150 million Formula 1 fans, and among them, 50% have started following F1 in the past four seasons, thanks in particular to the rise of the Netflix series and the increased use of social media by teams and drivers.
This growth is also visible on social networks, Brazil and Mexico both being among the top five markets in terms of global followers of the official F1 Facebook and Instagram channels. » confirms the statement.
In addition to a cumulative television audience of 200 million people in Latin America for the 2023 season, the Mexico Grand Prix and Sao Paulo Grand Prix have also reported record attendance, with 401,000 and 267,000 fans respectively.
Last year already, Arcos Dorados had signed a contract with an F1 team, Red Bull, and specifically Sergio Perez, to carry out various commercial operations and create a special F1 menu. This contract will last for several seasons (at least two), without specifying the duration.
