Formula 1 To Revamp Merchandise Experience With ‘Souvenir Tent’ Concept

Formula 1 "plans to revamp the merchandise experience for fans next year," adopting the "souvenir tent" concept that "proved to be a flop" in NASCAR, according to Jonathan Noble of MOTORSPORT.

In '15, NASCAR announced a 10-year agreement with online retailer Fanatics, which will be working on the F1 project, to "help streamline the sales of trackside souvenir products."

Key to the idea was a "superstore tent." While the idea "seemed great on paper, the experience left fans feeling flat."

F1 is committing to the "superstore" idea though, and has "ambitious plans" for it to become the center of merchandise sales in '18.

F1 Managing Dir of Commercial Operations Sean Bratches "does not think that the small-stall model is the right thing for grand prix racing," and believes that Fanatics can "deliver an experience that grand prix fans will like."

Bratches said, "I'm not sure that we are going to revert to the 1970s of leaning over a table and saying, 'I want this one.' … Next year we will have a massive tent experience."

Bratches suggested that the merchandise tent "will sell team and driver souvenirs, as well as official F1 items and those from each individual grand prix." MOTORSPORT