An Open Letter to the Haas F1 Team from an American Fan
Dear Haas Formula 1 Team,
You have such a unique opportunity on your hands. This is the moment any marketer would dream of. Being the only American Formula One team awards you an exciting opportunity to bring this sport to the States, rally the country behind you, and cash in on the financial might of corporate America. In all: turn your team into an American sports juggernaut. So far, however, this opportunity has been painfully ignored.
I understand that you need to focus on winning on the track, but expanding your efforts off the track is a pre-requisite for the former.
I’ll break it down into both parts of what the Haas F1 team should be doing.
Bring Formula One to the United States
Despite being one of the most popular sports on the planet, the epitome of motor racing is nothing more than an afterthought in most Americans’ minds. Being the single American team, you have a chance — really a mandate — to change this. Especially with our current political climate, you can give Americans something to rally behind: the team showing American excellence on a global stage.
The Haas F1 team should rival our Olympic athletes and US National Women’s Soccer Team as a representation of the United States on the global stage. Just as the two latter teams do every few years, Haas should bring together American fans to cheer for their country.
There is such ripe opportunity for a marketing campaign throughout the States to raise awareness and get people fired up. Drive cars around, start a Tik Tok challenge, hold exhibition races, sponsor an energy drink at 7–Elevens, show up to big events in the country, get a snappy social media team focused on US non-fans, not F1 fans. This last one is big. Your social media is great, but it’s focused on the F1 fans, which are the wrong people to target. Partner with F1 to raise awareness in the US and get people paying attention.
With the energy of the country behind you, imagine the success you’ll find on the track. This leads to my next point.
Cash in on the Financial Might of Corporate America
The sole American F1 team should not have to settle for random clothing brands and a fraudulent energy drink company worth $500 as sponsors. Being America’s only team and representation in F1, American companies should be breaking down your door to put their name on your car.
The sheer amount of exposure these companies would get to international markets is gigantic and certainly under-appreciated. Any firm who is interested in expanding overseas should be dropping off a big bag of cash to be a sponsor. In case you need some suggestions, here you go:
- Nike: The great American sportswear brand is a perfect example. Looking to expand into international markets, lots of cash to support the team, a great brand fit, and great name awareness.
- GM, Ford, Tesla: Okay, that last one is a long shot, but these would be great brands to sponsor you. Icons of American ingenuity, manufacturing, and, of course, motors.
- Boeing: Talk an American innovation icon. Boeing has money to blow and they should do it sponsoring you. They could definitely use the exposure abroad. They could also be a huge help for manufacturing and getting around the world.
With big time sponsors like these and their resources you’ll have a real shot at competing against the best of the best teams in F1.
I know you have an awesome value proposition to these sponsors, you know you have it, but they’re not going to know unless you go tell them. In fact, I’ll take the next year off of school and do this for you if you need. That is how confident I am that this will work.
In all, you have an opportunity to change your trajectory as a team and all of F1 forever that is just too good to waste. There is so much potential to build this team into something great, but your greatest resource — your home country — needs to be the driving factor behind how you do it. Invest in some business development and marketing experts to undertake the greatest construction to the American sports legacy we have ever seen.
When you win off the track, you’ll start to win on the track.
Sincerely,
Spencer Koehl, Rochester, New York.
