Lando Norris may have won the Formula 1 Singapore Grand Prix, but K-Pop, Singapore Airlines and McLaren are the top winners in dominating the conversations around F1
As the dust settles from the exhilarating Formula 1 Singapore Airlines Singapore Grand Prix weekend, McLaren, Ferrari, and Red Bull emerge as the standout teams in the conversation, according to data from Meltwater, a global leader in media, social and consumer intelligence. The influence of K-pop is also evident, showcasing its growing role in attracting new fans and enhancing the event’s global appeal.
McLaren dominates the Formula 1 Singapore Grand Prix conversation
McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.
Entertainment shines brighter than ever
Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.
Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.
Singapore Airlines dominates global sponsorship mentions
Prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.
This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.
Mimrah Mahmood, Vice President, Enterprise (APAC) and Partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”
“Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”
Research Methodology
Global online conversations on Formula 1 Singapore Airlines Grand Prix from 18 September 2024 to 24 September 2024 were analysed using Meltwater’s social and consumer intelligence platform.
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