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Join Talisman, an award-winning, full-service agency igniting memorable partnerships & collaborations across sports, entertainment & web3 where they host industry leaders to unapologetically deconstruct the business of sports.
Welcome to episode 1 of Playbook powered by Talisman. My name is John Sottore, and for the next 35, 40 minutes or so, we're gonna be talking all things f one. And, of course, it's been an incredible season this season, and we've got the final three races about to get underway. We're gonna be looking at last week our last race, I should say, and also what's happening this weekend in Vegas. We're also gonna be talking to the CEO and founder of Talisman, Darpan Randhawa, as well about the business of f one.
John Sertori:But first, a little bit of background about me, before we get into the business of f one and and and what's been going on, what's hopefully gonna be an exciting end of the season. For me, f one started off as a bit of a sideline interest, but, it it got triggered into what it is today. When I first attended a a race in Melbourne, I was working for Williams at the time and I was, producing live events at races for them. From there, that expanded into working with various teams over the last 23 years, the likes of Jaguar, BAR Honda, BMW, Sauber as it was then known, Renault, McLaren as well. And now I'm employed as a dedicated f one expert within corporate hospitality suites for a team.
John Sertori:And I also provide bespoke commentary as well for their VIP guests. I've had my own podcast. And, of course, I was absolutely thrilled to be asked by Talisman to host this Playbook podcast powered by them. And, of course, it's all about talking about f one and the business of f one. And as the saying goes, without any further ado, let's get into it.
John Sertori:Yeah. So we take a look at what happened, in Sao Paulo and and, wow, what a, what a race that was. It was absolutely incredible. The the the race from Max Verstappen's point of view couldn't have gone any better. The weekend sort of for him didn't really start off particularly well because, it was a wet weekend.
John Sertori:We know that obviously, in the sprint race, he he got minor points. I think he ended up 4th in the sprint race, didn't he? And Lando Norris, who is obviously trying to eat into that, lead that Max has got, got the race winning the sprint race. Luckily for Max, it was only, what? 8 points and I think Max got 4.
John Sertori:So that wasn't, too bad. But then when the weather came in, we saw that the qualifying got, postponed and got put on to Sunday morning. And in fact, you know, all not only did the quali get postponed and and put to Sunday morning, but they actually brought forward the time of the race. So it was a really tough race and or race day for, the teams and and and team members. But they didn't.
John Sertori:Qualifying happened. Max Verstappen, we knew, was gonna be starting. He had a a penalty, coming into the race. So we knew he was always gonna be starting further back from wherever he qualified. And what he didn't wanna happen did happen, and that was Lando Norris ending up on pole position.
John Sertori:Of course, the race got underway and, you know, various red flags, a bad timing of a red flag for Lando Norris really played into the hands of Max Verstappen. He hadn't pitted for ties, so he got a free, pit stop. And that saved him the best part of 20 seconds. Of course, from there, the drive from Maxime up until the red flag was incredible enough. He cut through the field.
John Sertori:Incredible control. And, you know, you think of the likes of Lewis Hamilton and the great air in center and how good they were in the wet. And this race for Max Verstappen, surely, has to be somewhere in amongst that. I know that my son might see and say that's a big call, but it really was an incredible drive, you know, one for the ages as they say. And, of course, by the time we got to the checkered flag at, the end, Max Verstappen got the full 25 points, and it wasn't a great result for, for Lando Norris.
John Sertori:Of course, he finished a bit further down, didn't he? I think he was down in 6th. Yeah. So, you know, where McLaren were thinking this was going to be a positive weekend for them, it was a a track in the dry that really should have suited their car and it would have. But in the wet, it was a different story.
John Sertori:A little bit of luck went Max Verstappen's way. And all of a sudden, now Max has got what a 62 point, gap over Lando. So he's actually, expanded the gap between himself and Lando. So that's gonna make it awfully difficult when it gets to, these final three races for Lando Norris to try and reel Max in and doing the math. And it's pretty simple.
John Sertori:62 divided by 3 means at least 21 points per race, if Lando's gonna have a a a title this year. That's gonna be difficult unless Max gets a DNF at some point in the next three races. I think he really needs Lando Norris that is needs Max to have a a d and f in this first race and for himself to get a a race win, a full 25 points. And if not, hopefully, a bonus point as well for the fastest lap. I'm sure the team will work that out if they get to that point in the race that they can do that.
John Sertori:But, it, it it really has to fall Lando's way now. And he he probably really needs not only to win all 3 races, and I mean, he that really is what it comes down to, but he needs Max to have at least 1 DNF, if not, 2, and and some pretty poor results. And when you look at Max Verstappen and Red Bull, well, Max knows how to ring the neck of that Red Bull at the moment. You wouldn't say it's always the fastest car depending on what track they go to. But in the hands of Max Verstappen, anything is possible.
John Sertori:And you can't deny that the 3 time world champion has been on point, pretty much the whole season. Started it off well. A little bit of a slump when McLaren started to make progress and and Ferrari as well, don't forget. And, Mercedes, had some good results, particularly at Spa, but you can never count Red Bull out. And as I say, particularly when it's in the hands of Max Verstappen.
John Sertori:So we head towards, Las Vegas, and that's this weekend. It's a, one of the longest laps on the, on the circuit. I think they've got the, softest tires there, haven't they? It's the c 2, c 3, and, sorry, c 3, c 4, and c 5. So they are the softest tires, which they really do need because Vegas is a a circuit as we saw last year where it's quite cold at this time of the year in Vegas.
John Sertori:And the track temperatures were like between 18 and 2022 degrees. So the tires, take a lot to get warm up to get into their premium operating temperature window. So taking any further step harder in that, tire compound choice by Pirelli was never an option. They were always gonna go for the softest, and that's fair enough too. I mean, looking back to last year, it did throw up a few interesting scenarios and and a very interesting race in the end.
John Sertori:And again, talking Lando Norris, not great for him. He crashed out early. Not that he was in the, in with a a chance of winning the title last year. But, it should have been a better race for McLaren considering the layout of that circuit. And certainly with this new car for this year, you'd have to think I mean, of the next three races, this is probably maybe the the weakest of those 3 when you look at the layout of Qatar and Abu Dhabi that are coming up.
John Sertori:But either way, it should be a good result for, for for McLaren with Lando Norris, you know, hoping to make amends for what he what happened last season. Sorry, at, this race last year. But, you know, they've gotta make sure that they, you know, dot all the i's and and and cross all the t's, McLaren, when it comes to this because, this race, and and I suppose every race from here to the end of the season is critical to get absolutely correct. So, you know, that's gonna be interesting. I mean, we know that Ferrari, are also there or thereabouts in a straight line.
John Sertori:They're quick. We saw that at Monza. If you look at the layout of Monza, it's very similar. Lots of big straights here, in Vegas. There's 2 DRS zones.
John Sertori:So good overtaking opportunities, some nice 90 degree angle corners, but some fast flowing corners as well, which is where McLaren McLaren really do, do come to the fore. So that challenge between Ferrari and McLaren getting, that low downforce high speed setup correct and seeing what Red Bull can do with regard to that as well. That's gonna be a fascinating, to see how that plays out across the weekend. So the other thing that's been interesting to, to look at, throughout this season or certainly the second part of the season is the driver market and how that's all been shaking out. And we had an announcement in the last week or so.
John Sertori:Another seat has been decided that of the 2nd salvo seat, and that has gone to, the young Brazilian driver, Gabe Bortoletto, who was, involved with McLaren, of course. They've been obviously more than happy to to let him get a a seat in f one. I'm sure they'd like to have kept him on board, but at the moment, they're pretty solid with where they are on their driver front. So Gabe would have been waiting in line for a few years to get an opportunity at McLaren. So, Sauber now happy more, essentially, Audi, and he'll take, the seat alongside Nico Hulkenberg.
John Sertori:And, that's a reasonably, strong lineup, particularly with Hulkenberg, obviously, bringing the experience. But it does mean that there's just one seat that hasn't officially been announced, and it's the 2nd seat at RB. Because it was vacated by Daniel Riccardo. Liam Lawson's been driving there. Helmut Marko has been saying Liam Lawson will be on the grid in 2025.
John Sertori:But he hasn't been officially announced in that seat. Why is that? Well, there's a couple of theories. I suppose one is Sergio Perez. Is Perez gonna be driving for Red Bull next year?
John Sertori:There's lots of stories around that he will be. But if you look at what happened in the constructors championship this year, Red Bull have dropped from 1st to 3rd. I mean, that could change between now and the end of the season. But what sort of an impact has that had on the thought processes of, Helmut Marko and, Christian Horner? So that that may be a reason why that RBC hasn't been decided, because there may be a man by the name of Franco Colopinto in the frame.
John Sertori:And, of course, what a sensation he's been in f one this season, coming in for Logan Sergeant, who was, essentially, had his seat, removed because it just wasn't working out for Logan, unfortunately. Although he had a good he had a great race here in Vegas last year, didn't he? But he hasn't really replicated that to any degree at all, since then. So it was no great, great surprise that he, ended up without a race seat. And and that went to Franco Colopinto.
John Sertori:It was a great move by James Vals, because Franco Colopinto has had tongues wagging. He's put in some great performances with Williams, who should this weekend also be pretty good as their car along with the Haas, that is fast in a straight line. But, Franco Colopinto doesn't have a seat because, obviously, at Williams, there is no seat. Carlos Sainz moves from Ferrari across to Williams for next year because Lewis Hamilton arrives, and Lewis Hamilton is being replaced by rookie, Kimmy, Antonelli. So that means that Franco Colopinto at the moment is without a drive, but he's been impressing.
John Sertori:So that is a a name that has also been, bandied about, more so, I suppose, in the, in in Roomersville than anywhere else. But it would be a shame to see him not get a drive next year, and and he's sure to get a drive in f one at some point, in, the next year. If it's not next year, it'll be the year after, surely. But, that's the the only seat that has yet to be decided in f What goes on with that? Is there still something to play out down at Red Bull?
John Sertori:We're just gonna have to wait and see. So when we get to the constructors and, drivers championship, let's take a look at it because, at the moment, McLaren, who would have thought they would have been leading the constructors championship at this time last year? They're up on 593 points. They got, 27 points last weekend in Sao Paulo. And, that means they're 36 points at the moment ahead of Ferrari who are in second.
John Sertori:Though not comfortably, only by 20 points or so. In fact, even less than that. So, it's, they got 20 points last week rather, I should have said. But, they are, still in with a a chance of being overtaken by for a by, Red Bull who sitting in 3rd on 544. It's a big gap back to 4th with Mercedes and then Aston Martin down in 5th on 86.
John Sertori:And, of course, the big movers in the constructors championship were Alpine, last round, weren't they? Because they jumped from what, I think they were 9th up into 6th because they got that double podium in Sao Paulo. I mean, what a fill up that was. It took them up by 3 positions in the constructors championship, 35 points. It was a huge score for them.
John Sertori:And that pushed Haas, who'd been performing well all season. That pushed them down to 7th. They'll be disappointed. RB go down to 8th. And Williams, who've been having a really good season considering where they have been.
John Sertori:And they, unfortunately, ended up, or end up at the moment down in 9th. But this weekend, as I say, a good opportunity for them to, score some points. And then we take a look at what's happening in the, driver's championship, and everybody knows it's, the final three races and the final chance for Lando to possibly possibly, yeah, maybe take that, driver's championship away from Max Verstappen. And 5 hun sorry. 3 193 points max.
John Sertori:Sixty two points ahead as we were saying earlier. So Lando's got a mountain to climb there. I mean, the other battle is for, 3rd and 4th between Oscar Piastri and Charles Leclerc. Although Charles has stolen a a a a good, 30 odd point break over, Oscar after a couple of not fantastic races for Oscar Piastri where he's dropped points. He was at the moment at 1.3rd.
John Sertori:And, Leclerc has now got back ahead of him. And that is really, I suppose, the tail of the tape with Sainz as well down in 5th. A possibility that he could, get ahead of Oscar. He's down in, 5th on 244 points. So there is still a mathematical chance that Carlos Sainz could end up with some, sorry, could end up ahead of Oscar Piastri once we get to the end of the season.
John Sertori:So we're now going to talk to Darpan Randhawaan who is the CEO and founder of Talisman, and I've worked with Darp's for a number of years at f one, And good to see you, Daps. Mate, a couple of things. Firstly, Talisman has built a reputation as a leader in sports marketing. What was the vision behind founding the agency, and and and how have your experiences, you know, shaped that vision?
Dharpan Randhawa:Yeah. Great. Good good good question. So I wanted to create a a business, an agency that truly understood, what it meant to be in the intersection of sports, culture, and brand impact, an area I felt that wasn't fully, being explored. So, you know, I noticed a lot of agencies weren't really delivering meaningful partnerships and and and really authentic fan engagement opportunities for brands and and I and I felt that that's a place that we wanted to do.
Dharpan Randhawa:We're storytellers at heart and we believe that, you know, from a brand perspective, telling that right authentic story, and especially in today's day and age, was was really, really important. So we we we built a business with with a brand at the center of it all and, our core mission here centers around creating partnership that goes beyond the logo in sports. And we wanna sort of, you know, create genuine connections between all stakeholders, that that are that are in the equation. And, you know, we're really really lucky that we've managed to work with some great rights holders, with some great brands. And, you know, when and and as a business, I think if you were to ask people what are we known for, I would say that, you know, we've got a strong emphasis on integrity, on creativity, and innovation, to think very, very differently.
Dharpan Randhawa:And and I guess that is at the core of of everything that, we believe in, as a business.
John Sertori:And and as far as, like, you know, a long term vision?
Dharpan Randhawa:Yeah. Look. I mean, we're 3 years old now. Feels feels a lot longer than than 3 years. But, I I think building a legacy agency that redefines, sports marketing for years to come, because everything is changing.
Dharpan Randhawa:The consumer's changing, the way fans consume content is changing. We're seeing so many different types of new sports and disciplines coming. Regional impact is different from one part of the world to another. So I think, you know, creating a legacy that shapes storytelling and what it means to be, a modern partnership in sports and entertainment, that's kind of what we wanna be known for, and that's what we aspire to long term.
John Sertori:Now now last year, Talisman, took a significant step forward with a a series a investment from Project Worldwide. What was this partnership or what does it mean, this partnership for Talisman, and and how does it enhance, what you're able to offer?
Dharpan Randhawa:Yeah. Good good question. So we're we're we're so excited. I mean, it just feels like yesterday, but last year, we, we embarked on a fantastic partnership with Project Worldwide. They're backing into Talisman, means that we're able to grow significantly, especially across the US.
Dharpan Randhawa:They're a great bunch of people, a robust network of 16 agencies spanning 42 markets around the world with over 2,300 employees. So now our family's got that much bigger. And this partnership gives us truly global reach that allows us to execute at a scale that we've never imagined before. And, what that also means is, you know, we've managed to hitch our wagon onto a much larger wagon that does something completely different to what we do. And that is the activation, the experiential side of bringing a partnership to life.
Dharpan Randhawa:So we're really, really fortunate, with their deeper market knowledge across 42, like I said, 42 cities around the world. And it just means that, you know, it's it's not just the money that they've put into the business, but it's the mentorship, it's the firepower, and it's some of the biggest brands in the world that they've worked with are now, you know, available to us as well to consult with. So, we what does it mean for our for our clients? It means that, you know, our our ability is now enhanced to deliver a comprehensive integrated solution set. So we're not only a a sports marketing agency, but now we have the strength of a multidisciplinary network behind us, which opens up doors, for our clients that we never had, available to us before, which is which is super, super exciting.
John Sertori:And, of course, you know, long term growth, it's always a part of every vision as well, isn't it?
Dharpan Randhawa:Yeah. Look. We're set to expand our capabilities. We're gonna take on some new challenges. We're gonna continue to innovate in sports marketing with the support and resources of Project Worldwide.
Dharpan Randhawa:I mean, they've got some really, really clever agencies doing some stuff that, you know, people haven't even heard of before. It's it's amazing what, the talent that's, that's in this group. So for for all of you guys who are interested, go to project.com for additional context, on their full scope of, of of the network. I promise you, it'll be time well spent.
John Sertori:Yeah. So so you've described the agency as bringing, you know, a a unique approach to sports marketing. But what's the, you know, the special source that that differentiates you from other players in this space?
Dharpan Randhawa:Yeah. Good question. So, you know, where we lack in size of people, amount of people, we make up in, in in the quality and the experience of people that we have in the team. What does it what does that mean? It means that, we think very differently to the some of the our our larger agency competitors.
Dharpan Randhawa:We've got a, approach where we operate like a Navy Seal team. We choose the assignments really carefully. We manage the expectations really well. We work in a small confined team, and we execute with precision. So that just means that it's very for us, engineering advantage is a, is a is a methodical task.
Dharpan Randhawa:You know, data driven creativity as well. We we have a a system we've created, a model called API, applied partnership index. What does that mean? It means that, like everyone, you know, every agency today talks about, oh, we're we're data centric. We're using data to make, you know, help help our brands and and rights holders make decision.
Dharpan Randhawa:Great. We're doing the same thing too. We've we've invested very, very heavily in in in our data, solutions as well. But the data only does so much. That's a science experiment, and that spits out a, a report as to what should be done given the, the data, objectives and and and, solutions.
Dharpan Randhawa:But really, data should be weaponized in the right way. And to do that, you also need elite human capital. Because at the end of the day, sports is about emotion. And when you look at the people on our team and our advisors that we're very lucky to have on board, we've got over a 150 years worth of combined sports marketing experience. So when you have the data report that comes out as to what a brand should be sponsoring because it's done multiple permutations of of, deals, analysis, etcetera, etcetera, Then the human touch comes into play as well.
Dharpan Randhawa:And and and for us, that is the the the complete project called API. And, you know, John, you and I go back to the Formula 1 days. I mean, we're still we're still there. But when you look at a at a at a pit stop, it takes elite human capital, world class technology to sing and dance together, to create to create, an outcome that is, you know, engineering, advantage. So so we we we think that way.
Dharpan Randhawa:And our special source, again, it's human capital, technology, and data, to create the outcome. So so I think that's our special source.
John Sertori:And it's a it's a great analogy as well with the, you know, the pit stop agency. Everything's gotta be choreographed perfectly, millimeter perfect for the driver to stop on the marks and for everything to happen as well.
Dharpan Randhawa:Yeah. Yeah. And and and for us, you know, data can do some of that stuff, but it's also experience. We've got, you know, f one experience, in the business. We've got football or soccer experience.
Dharpan Randhawa:We've got US sports experience. So we've gone and hired experts from all different disciplines, including marketing and and and and activation as well, and, and and that is the synchronization. That's our dance, in, to to to use pit stop analogy.
John Sertori:Yeah. I mean, in today's world, reaching Gen zed seems to be, you know, pretty complex, more complex than ever really, especially in a in a sport like f one where young fans are blurring the lines between, you know, sports, fashion, media, even politics. Given those sort of shifting dynamics, how does Talisman approach marketing to such a diverse and and, you know, multifaceted audience?
Dharpan Randhawa:Gee. How long do we have left? Yeah. Look. I mean, like I said earlier on in in the pod, we we're experiencing something in that we've never seen before, with Gen z.
Dharpan Randhawa:You know, it's true. Gen z, unlike any other audience we've seen today, they they don't fit neatly into a traditional fan box, if you like. They they follow multiple teams. They are driven by their love for individual drivers, if we if we're gonna stick with f one for for a minute. And they consume content on their own terms, offered in short fast paced formats, TikTok, YouTube Shorts, etcetera.
Dharpan Randhawa:So at our agency, we we call ourselves passion marketers. Why? Because at the center of all of this, whether it's sports, fashion, media, what sits in the middle of all of that is culture. And what fuels culture is passion. So our goal is to tap into these passion points, whether that's through, you know, whether that's a loyalty to a certain driver or a certain player in a team.
Dharpan Randhawa:Where is their interest coming from? Where is that passion point coming from? And tapping into that and understanding that's really important. I mean, you know and and like you said earlier, there's so many different factors that come into play, environmental factors as well. I mean, if you were to ask many young people in the US today if they like Formula 1, I guarantee you, a lot of them would say, yeah.
Dharpan Randhawa:We do. And if you were to say to them, how long have you liked Formula 1 for? I guarantee you a lot of them would say, two and a half years since strive to survive came out. And if you were to say to them, how, you know, how many team who's your favorite team? On average, I guarantee you, a lot of them would say, we follow 2.5 teams.
Dharpan Randhawa:Why? Because Lando drives here or Lewis drives there or Carlos drives here. So tribalism's dead. So so how do you how do you market to such a, multifaceted it's a good word you used, multifaceted audience, that that that all comes down to culture and passion. So we're not just, you know, marketing a brand or a team.
Dharpan Randhawa:We're marketing we're we're creating narratives that resonate deeply with a Gen z audience who who who care a lot about different things. So for so, you know, for us, trying to figure that stuff out is is where we spend a lot of our time, where we build a lot of our narratives, understanding the hero worshiping, understanding how to elevate individual stories. And that's not an easy thing to do, and I and I don't think a lot of people have cracked that. And I don't think we have either, but we're we're working at it every day.
John Sertori:Looking to the future, what's next for Talisman? I mean, are there new areas you're exploring or ambitious projects that you can share with us?
Dharpan Randhawa:Yeah. Look. We've we've got some really lofty plans where we are you know, we get a lot of companies reaching out to us saying, hey. We wanna get into sports, but we're not big enough yet, or we don't have the marketing spend, that we that that we need to get into an NFL deal or or an F1 deal or or that sort of stuff. So, you know, for us, what we're gonna start doing is we we've launched a division called Talisman Ventures.
Dharpan Randhawa:And, what that is is we're we're looking for for young companies who have the ability to we call it electrify culture in sports. And we would then support them, either with some capital, either with some, you know, mentorship, access to the black book where we can open up doors, get them to help them commercialize, and just, you know, use our collective network to to help them, get to market quicker. And for that, you know, we would take a position in the in in the in the business. So so that's a ventures business that we wanna try and get off the ground, and we'll we'll be announcing our first deal, in the early in the New Year as well, which we're really excited about. The other thing that we, you know, are focused on next year in terms of growth is we, we we believe we've cracked the code on corporate hospitality and and and helping brands who invest in a sports partnership, who have a corporate hospitality allocation built in, but a lot of brands are not great at leveraging how to work a room in the Paddock Club, how to work a an an NFL suite, how to work a hospitality suite in the golf.
Dharpan Randhawa:So adding our expertise around that and and helping them, evolve and to create a a new premium program for tier one sporting events, is something that we've been working on as well. And then I guess the the other the other bit that, you know, the the reason I'm I'm in Dubai is I'm really bullish about the GCC. I think, you know, this part of the world hasn't even scratched the surface yet. We're really excited about opening our new office, in Riyadh, in the Kingdom of Saudi Arabia. And and, through our partners in Project Worldwide and George p Johnson, I think we're really, really well positioned to to help this region grow and be part of something really, really special here in the GCC.
Dharpan Randhawa:So those are the three things, but, you know, sitting on top of all of that, I guess, is to elevate our thought leadership. You know, we're we're building Talisman role Talisman's role as a thought leader in sports marketing. We you're gonna see us engaging more in in things like this. You know? Our first podcast, industry panels, you'll see you'll see us talking a lot more, getting out there a little bit more now that the business is maturing.
Dharpan Randhawa:So that's, lots lots to expect from, from this team, into the new year.
John Sertori:Mate, lastly, since this episode is is all about f one and and given your extensive experience in the industry, could you share your predictions for the rest of the season? I mean, you know, and and for any brands listening, why do you think now is the perfect time to consider investing in the sport over the next 3 years?
Dharpan Randhawa:In terms of if if I could predict what's gonna happen at the end of this season, I think I'd I'd be placing quite a few bets, and I'll be very rich. No, man. Like but I I will say this, though. You know, we we've been around the sport for a while, John Boy, and I just think that, wow, what a what a what a season we've had. And, and I'm sure you you, you know, you've mentioned some of these points already earlier on in your analysis.
Dharpan Randhawa:But my my my predictions, I think driver and team dynamics, you know, so the the remaining races, I think, will be intense, with drivers pushing for final position. I think we all know who's gonna be the shoo in already mathematically, as you mentioned. I think we're gonna expect some really fierce rivalries and and strategic plays as teams, you know, duke it out for the constructors. I think Abu Dhabi is gonna be fun. I can't wait to I'll be at the race, so I can't wait to see what happens there.
Dharpan Randhawa:I'm I'm really bullish about the emerging talent. We've seen some incredible incredibly promising rookies this season as well, adding sort of new energy to the grid. I believe they'll continue to shake things up and keep fans, on their on the edge of their seat. Technological advances. I think, you know, as f one evolves technologically, I think, we'll see new race strategies, as teams sort of leverage advancements in in in the tech around the sport, aerodynamics, tires, data analytics, etcetera.
Dharpan Randhawa:So I I I I'm incredibly bullish around the sport. I think, the best is yet to come. We got a, you know, new race as well, in in Africa which is great. So, the second part of your question, why should brands invest in Formula 1? Well, you know, if you think about sports of the world today and you think about what is a truly global sport, I think f one ticks that box more than than most sports.
Dharpan Randhawa:I mean, you're starting with testing in in in February or whenever it is, and then all the way to the last race in November. So that is truly a globally connected sport reaching millions of fans across diverse geographies. So for brands, it's a unique platform to make a real international impact. Another thing is engaging with younger audiences. So, you know, with Gen Z and millennials increasingly following F1, especially through social media and digital channels, brands have a chance to connect with a younger tech savvy, fan base.
Dharpan Randhawa:I mean, you know, you see what Lando's doing at McLaren with the gaming community. I mean, if he's not driving fast cars, he's streaming, you know, on on Twitch or whatnot. So I I think, you know, you you're gonna see these younger drivers coming in and and the fan bases are gonna get younger as well, which opens up opportunities for brands who who who who are keen to talk to a younger demographic. I think, digital platforms, digital growth, I mean, f one's embracing digital and short form content, which aligns perfectly with modern consumption habits for for these younger fan base. The evolution presents fresh opportunities for brand storytelling, is is is another one of reasons why I think brands should look into this.
Dharpan Randhawa:And and and then the the elephant in the room is the sustainability, component. I mean, f one is is at the forefront of technology and sustainability initiatives now. Some are great. Some are probably far fetched. But the point is the narrative is taking place.
Dharpan Randhawa:And if you're a brand looking to align, you know, with this, then then there is a progressive image, being being created, you know, especially the push for hybrid engines and and sustainability practices, etcetera. So, you know, from a if I had to put my marketing hat on, lastly, I'll say that, strong brand association with performance. So f one is synonymous with precision, innovation, elite performance. So brands that partner with the with the sport can leverage this high performance narrative into their own brand value, and I think there's no other sport on the planet that that allows you to do that with such authenticity.
John Sertori:Yeah, Darps, mate. Always great to catch up with you. Thanks again for, all that information, and very interesting to hear. And, of course, look forward to catching up with you again very soon.
Dharpan Randhawa:Yeah. Look. Thank you for having me and and and and, of course, this is great. And for those, you know, John, I will say this, for for those who don't know who you are, John, I've had the the privilege to work with you, for for many years. You still do a lot of work with McLaren and being one of the the the the most, progressive pundits, on f one, I I value you coming on to this part and and and lead and leading this this f one series for us.
Dharpan Randhawa:Of course, it's gonna be other series that we're gonna do as well, but, thank you, dude, for, for for for choosing us and and and helping us. And and, and hopefully, we'll we'll hear lots more of you and, and and wrap up this season. We wish you the best. Alright. Thank you so much, John, and thanks for having me.
John Sertori:Well, darps, mate, thank you as always for your time, and always an interesting conversation. Really enjoy catching up with you and and look forward to seeing you again in person soon.
Dharpan Randhawa:See you at Abu Dhabi, pal.
John Sertori:So that's it. Episode 1 of The Playbook podcast ticked off powered by Talisman. Hope you enjoyed it. Give us a like on whatever platform you're either watching on, which is, more than likely YouTube or if you're listening through Spotify or Apple. Give us some feedback as well.
John Sertori:Good, bad, and in between, we always like to improve, and we like to hear from you. Keep an eye on our socials as well for more announcements about more f one podcasts and more playbook podcasts in general. We're going to do at least one more f one podcast before we get to the end of the year. So look out for some more info on that. Outside of that, well, I'm off to Vegas.
John Sertori:Looking forward to plonking maybe Tanner on red. We'll see how it goes. Well, actually, let's try maybe a tenor on papaya. Catch you next time when we do the Playbook podcast powered by Talisman.