SUPERCARS LOOKING TO IMPROVE FAN EXPERIENCE
By Bruce Williams
Date posted: 22 September 2020
Supercars looking to improve fan experience – Photo: InSyde Media
Supercars is looking for a new digital media partner to expand its online presence and provide more free content to fans.
By MARK FOGARTY
A tender document calling for submissions for proposals for a “Supercars Digital Transformation” has been issued.
It is the latest request for a bid for a supply contract, following guidelines issued for Gen3 control pedal box, brakes, wheels and fuel system deals.
The plan is to upgrade Supercars’ digital and social media outlets to better service fans with more live and around-the-clock coverage via online platforms.
“Supercars’ ambition is to be a part of every Australian household,” the tender document preamble begins.
It adds: “Key strategic pillars for the business moving forward include ensuring the longevity of the sport, developing an always-on media strategy, optimising the event calendar, further enhancing the at-event experience and increasing our digital footprint.”
Supercars says more fan engagement is the aim.
“The sports broadcasting landscape is in a time of flux. What we are witnessing is digital and technology platforms enabling a complete reinvention in the way fans consume and engage with the action and their sporting heroes.
“In a highly competitive sporting and entertainment landscape, Supercars vision is to deliver seamless and engaging digital experiences that keep up with emerging technologies and platforms, builds the footprint of the sport and maximises commercial opportunities.
“Our approach to digital will always be about the fan experience – whether we are using new technologies to augment the trackside experience or connecting as many people to the live-action in the most immersive way as possible.”
The tender document comprehensively outlines the requirements for the hosting of a redesigned web site and an enhanced mobile app, as well as greater data capture.
Supercars also wants to explore the option of integrating a COVID-19 tracking capability in the app, which would complement traditional broadcasts and “help drive tune in”.
Another major aim of the digital revamp is to more effectively commercialise the big audiences of Supercars’ web site, app and social media channels – that is, attract more advertising and sponsorship.
It appears Supercars is looking to outsource its digital product, most of which is now created in-house by a small team, from February next year.
The existing supercars.com website was launched in 2015 and the Supercars mobile app has been running since 2017.
For more of the latest Supercars news pick up the current issue of Auto Action. Also make sure you follow us on social media Facebook, Twitter, Instagram or our weekly email newsletter for all the latest updates between issues.
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Some of the leading drivers in the history of the Supercars Championship include Peter Brock, who is often referred to as the "King of the Mountain" for his nine victories at the Bathurst 1000, a race that is considered one of the biggest in the series. Other notable drivers include Dick Johnson, Marcos Ambrose, Craig Lowndes, Shane van Gisbergen, Jamie Whincup, who holds the record for the most championship titles, and Mark Skaife, who has also been a dominant force in the series.
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