Haas F1 Set for Commercial Boost by Bringing in Young Schumacher

With the U.S. Formula 1 team having announced Mick Schumacher for their 2021 driver line-up, Nielsen Sports data reveals the young star’s readymade power

Mick Schumacher has a larger profile (1.75m total followers) than the Formula 2 Championship (996k total followers)

The majority of his supporter-base comes from Italy (19%), rather than his native Germany (10%)

Schumacher already boasts an array of brand partnerships, including Under Armour and Richard Mille

Nielsen Sports identify U.S. as a growth territory for the driver

Following the news this morning that Haas F1 have announced the signing of Mick Schumacher, son of seven-time Formula 1 world champion Michael Schumacher, Nielsen Sports insight reveals the immense personal profile that the young Schumacher will bring with him to the team, and therefore the attractive commercial asset he is set to be for both the team and wider sport.

Schumacher, who claimed the Formula 2 championship title this weekend, has an unprecedented audience for a racer competing in a feeder series. With 1.2m followers on Instagram and 1.75m followers across his combined social platforms, Schumacher has a bigger following than Kevin Magnussen (1.1m followers), who he will replace at Haas, and also has a larger following than the social profiles of current F1 drivers Sergio Perez, George Russell, Alex Albon and Estaban Ocon.

His performances in F2 may be strong, but without question his popularity is built on his name being motorsport royalty. A majority of his fanbase is Italian (19%), likely nostalgic Ferrari fans who remember Schumacher’s father winning five of his championships with the Maranello-based team. This is unusual, as traditionally home audiences provide drivers’ bulk audience share. Schumacher’s native Germany makes up only 10% of his following. With a solid foundation in Europe, his U.S. audience is more modest, currently 7% of his overall following. However, given that Haas have a strong home territory following, it is likely that Schumacher’s fanbase will begin to rise in the U.S.

While many rookies on the F1 grid try to capitalise on their platform to gain lucrative brand partnerships, Schumacher already demonstrates immense brand appealwith existing relationships. American sporting apparel company Under Armour are already activating a paid partnership with the young star, while German brands Deutsche Vermögensberatung, Schuberth, Ravenol and SSI Schaefe have also established relationships early on.

Nigel Geach, Senior Vice President of Global Motorsport at Nielsen Sports said, “Bringing in Mick Schumacher will increase Haas’ global commercial viability. We expect sponsorship appetite to be substantial – there is a real incentive for his father’s old sponsors to be involved, as well as interest from new parties.

“Schumacher has already demonstrated an ability to engage with his audience outside of the standard race format. For example, he drew great attention with the emotional scenes of him driving his father’s old Ferrari around Mugello before a grand prix this season. He has already built a convincing platform for himself, and we can expect to see him particularly resonate with the American audience.”

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