JSAQ’S HIERARCHY OF SPORTS FAN NEEDS

Image credit: Jann Cube

I see countless posts and comments across LinkedIn, X (formerly Twitter) and other spaces about the need for Formula 1 (and a number of other sports) to give more direct attention to Africa. While I fully agree with this sentiment, I find that it is almost always presented as though Africa is a neglected stepchild in need of a token gesture of attention, most likely out of a sense of guilt. The reality is quite different, and here is a summary of why:

1.    Africa Needs Strategy, Not Charity: Formula 1 and some other global sports leagues often overlook Africa as being of very low priority, rather than the immediate strategic and commercial opportunity it has been for some time now. The continent has massive untapped potential, even producing elite athletes across multiple sports (NBA, NFL, UFC, Football) despite limited infrastructure and investment. Many African countries have the money to embark on big projects in sports, but the incentive needs to be made clear, and one spectacle a year isn't enough.

2.    African Fans Are Already Deeply Engaged in Sports: Applying Maslow’s Hierarchy of Needs to sports fandom, a large portion of African fans sit between "Community & Identity" and "Recognition & Expression", with many even operating at the highest level of "Influence & Leadership". These are not casual spectators but highly engaged, culture-driving fans that brands and leagues should actively nurture. The Premier League and UEFA Champions League as well as clubs like Arsenal F.C., Real Madrid F.C. and Manchester United F.C. understand this and are enjoying fantastic results from sustained engagement with African fans.

3.    F1’s Lack of Engagement with African Fans: African fans receive little to no engagement beyond race broadcasts, for example there are no driver interviews with African media platforms, no influencer partnerships, and near non-existent marketing activations. While F1 might be exploring a race in South Africa or Rwanda, the approach feels more like a road to a one-time spectacle than a long-term investment. African fans make up a big part of the millions of followers which the Premier and Champions League use to dramatically overshadow F1 across all social media platforms. Leaning in on this very important audience is part of the strategy F1 and its teams need to employ in order to transcend to true global cultural relevance.

4. African and its Diaspora’s Cultural Influence: African influence extends far beyond the continent, with diaspora communities in cities London, New York, Paris, Dubai and Toronto shaping global music, fashion, and entertainment. Afrobeats’ global takeover and Nike’s success in tapping into African youth culture highlight the massive commercial opportunity that exists, one that F1 has yet to capitalize on. To get it right, F1 simply needs to open channels for collaborating with the right African assets to help galvanise its African fanbase and reap the benefits of the continent's strong potential.