2O17 WEC GLOBAL

FAN SURVEY
FAN REPORT

2017 WEC GLOBAL FAN SURVEY

FEBRUARY 2O18
With Thanks:
FIA WEC would like to thank everybody who took part in creating, delivering
and participating in this global fan survey.

This includes all the drivers, teams, officials, circuits, promoters, partners and
most especially, the 54,510 World Endurance Championship fans worldwide
who took the time to give us their feedback.

Technical Creation & Delivery:

Pavel Morgun, Vladimir Panov, Oleg Safronov

Marketing:
Fiona Bain, Sunita Davies, Valeria Efimenko, Simon Grayson,
Laura Paterson, Nikita Pereverzev, Stuart Williams

Project Management:
MPA Commercial

Author:
Ian Burrows

Report Design:
Nathan Crosbie

© 2017 FIA World Endurance Championship All Rights Reserved

© 2017 Motorsport Network All Rights Reserved
Global WEC Fan Survey 2O17 CONTENTS O3

2017 WEC GLOBAL FAN SURVEY

CONTENTS

4 18
Foreword The Calendar
Gérard Neveu

5 Executive Summary
Charles Bradley 22 Brand Health

6 Methodology
Nigel Geach 26 The Competitors

7 Key Survey Statistics

29 Sponsorship

8 The Audience
31 Index of Charts

14 The Media Landscape

Official Partners

Official Manufacturers
O4 Foreword Global WEC Fan Survey 2O17

2017 WEC GLOBAL FAN SURVEY

FOREWORD
Gérard Neveu
CEO, FIA World Endurance Championship

Dear friends and fellow fans

Endurance racing goes back to the very From your deep desire to see continued
roots of motorsport, and indeed almost to close competition between world-class
the beginning of the automobile industry, brands, high technology and innovation
and we knew that as fans, you are some of which can be transferred to the road cars
the most passionate and loyal within of tomorrow, to the length of races and the
the sport. famous sporting arenas in which they are
held: you have spoken.
What we didn’t know, until we carried out
this survey – the largest on endurance It was interesting to see a new, relatively
racing among motorsport fans with more young, digitally-engaged audience
than 54,000 responses – was exactly what emerging and the fact that endurance
you thought of the FIA World Endurance racing continues to attract new fans via
Championship, the product of a successful social media platforms is enormously
partnership between the FIA and the ACO. encouraging. How we watch and engage
with endurance races must inherently
It was extremely gratifying, therefore, differ slightly to how we follow shorter,
to get such a positive response to our sprint races, and we now have solid data
WEC Global Fan Survey and we want to from you to help us formulate our plans for
say a sincere thank you to all of you who the future.
participated and who shared with us your
passion and commitment to our sport. We believe we are now in a very positive
position to meet the challenge of taking
It is you, the fans, who inspire us to the WEC into the future. Thanks to
continue evolving and developing the your feedback, we will be able to build
WEC, and who support the different motor on the audiences at each round of the
manufacturers and privateer teams, our championship, grow our viewing figures
competitors, in their participation at our which will in turn attract more competitors
events around the world. Endurance and commercial partners.
racing fans are some of the most
knowledgeable in motorsport and you There is still much work to do and
have displayed an interest and dedication challenges to meet but the opinions given
to the WEC which cannot be ignored. by you will contribute greatly in helping us
to improve and move the championship
forward in the years to come.
Global WEC Fan Survey 2O17 Executive Summary O5
Global F1 Fan Survey 2017 | Executive Summary

2017 WEC GLOBAL FAN SURVEY

EXECUTIVE SUMMARY
Charles Bradley
Global Editor in Chief, Motorsport Network

In September 2017, the WEC undertook a global fan insight

programme in partnership with the world’s largest motorsport
media company, Motorsport Network.

Over a 25-day fieldwork period, fans from Specialist websites, not TV, are your #1
around the world were invited to submit source for content and over 60% of you
their feedback on a broad range of issues are actively using official WEC social media
relating to the WEC; the survey represents platforms especially YouTube, which now
the largest ever study on endurance racing rivals traditional TV in its usage.
conducted among motorsport fans and
provides some clear indicators for future In the future, you are increasingly looking
on and off track developments. to online streaming and on demand video
to satisfy your viewing needs.
The results show that the WEC has built an
established global fanbase, which is being Among the WEC’s under 35 fanbase, online
complemented by a growing audience demand is set to overtake traditional TV
of younger digitally engaged fans. With as your #1 viewing choice. The majority of
an average age of 38, WEC has a good you (60%+) show a willingness to pay for
balance of fans with 57% over 35 and 43% additional content in the future.
under. You are not active followers of other Much of the WEC’s appeal stems from its
sports, but you do follow motorsport, diversity; you are attracted to the WEC
especially F1 closely. You are affluent, for the range of categories, events, race
active event attendees with higher than durations and manufacturers; you state a
average income and car ownership. clear preference for an 8-10 event season
WEC fans are motorsport purists, the of races with varying durations (6H, 12H,
main focus of your interest is automotive 24H and 1000kms) including races at Le
technology together with close, exciting, Mans, Fuji, Sebring, Silverstone and Spa.
on-track action. Your view of WEC brand You value the contribution made by
health is very positive with strong attributes sponsors and show a clear preference for
and the right balance of sport and considering sponsors’ products above
entertainment. However, you believe that others.
WEC needs to continue to attract new fans
and is not as healthy as it was 3 years ago.

You are avid fans with 95% viewing the

WEC as one of your preferred motorsports;
the crossover with Formula 1 is very high
(88.7%). You are extremely information
hungry and are using a broad range
of media to consume content. The
emergence of a younger WEC audience
is driving social and digital media
engagement to previously unseen levels.

5
O6 Methodology Global WEC Fan Survey 2O17

2017 WEC GLOBAL FAN SURVEY

METHODOLOGY
Nigel Geach
Senior Vice President - Motorsport, Nielsen Sports

Nielsen Sports is delighted to have worked with the FIA World

Endurance Championship in engaging with the global WEC
community, capturing their opinions and providing a platform for
them to make their views heard.

The fans are a key part of what makes willingness to put you at the heart of future
motorsport and the WEC so special, and sporting developments.
understanding their perspectives is crucial
in helping to shape the future of the WEC. As an initial study exercise capturing
the views of over 50,000 of you is a
The 2017 Global WEC Fan Survey was remarkable achievement making this the
created and translated into 10 languages most comprehensive global survey ever
and hosted via a common, multilingual conducted among motorsport fans outside
website at www.wecsurvey.motorsport. of Formula 1.
com.
This approach and your involvement has
Over 54,000 of you, from 179 countries delivered invaluable insight across a broad
shared your feedback over a 25-day range of subjects spanning races, media
fieldwork period between the 22nd consumption habits, sponsorship and
September and 17th October 2017. brand health.

The willingness of the WEC, as a promoter, We are delighted to have been involved
to open itself up to you and your eagerness in the process and applaud the WEC for
to engage and respond, is incredible. their openness. These findings provide
invaluable, evidence-based insight for
Actively seeking feedback from such a future decision-making and will serve to
large and diverse fan base, at a time of strengthen the sport even further
proposed sporting changes, is a true moving forward.
testament to the Championship promoter’s
Global WEC Fan Survey 2O17 Key Survey Statistics O7
Global F1 Fan Survey 2017 | Executive Summary

2017 WEC GLOBAL FAN SURVEY

KEY SURVEY STATISTICS

88.2k
Total # of fans
54.5k
Completed
37.2kAnalysed
179
Participating
accessing survey surveys responses countries

10
Languages
25
Days of
1.1m
Individual survey
6.8m
Individual data
fieldwork page views points analysed

10:17
Average completion
9,350
Hours of fan
66.5%
Response via mobile
33.5%
Response via
time (mins:secs) feedback (57.5%) & tablet (9.0%) desktop

26.6% 19.4%
Responses via Total responses via
46.1%
Responses via
6.4%
Responses via
social media Facebook Motorsport Network email marketing

7
O8 The Audience Global WEC Fan Survey 2O17

SECTION 1
THE AUDIENCE

Headlines
>> Over 54,500 fans took part, from 179 countries worldwide

>> Average age of respondent was 38 years and 5 months

>> 43.4% of you are aged under 35 showing WEC’s appeal to Millennial audience

>> 20% of you hold Senior Management or professional positions

>> There is a strong cross over between WEC and Formula 1

>> You are an affluent audience with average of 1.95 cars per household

Response was received from fans in 179 countries worldwide (The United Nations officially
recognises 203 countries worldwide). The top 5 countries for response were UK, USA,
France, Germany and Italy, combined these 5 markets accounted for 58.5% of total
response.

Reflecting WEC’s heritage, the response from fans in Europe was the highest at 66% of the
total audience. 20% of responses were received from North, Central and South America,
with 10% from Asia-Pacific and 5% from outside of these 3 regions (see Chart 1.1).

Chart 1.1 | WEC Global Fan Study regional analysis

3.9%
9.0%

20.7%
66.3%

Europe Americas Asia-Pacific Rest of World

Global WEC Fan Survey 2O17 The Audience O9
Global F1 Fan Survey 2017 | Executive Summary

The average age of fans was 38 years and 5 months, with 43% of you aged between
17 and 34. WEC’s ability to appeal to a younger age demographic is one of the
highlights of the study. This age group and their future interests provide a major
opportunity for the championship and its partners. Asia-Pacific had the highest
percentage of younger fans (17-34) at 47.9% with the Americas recording the lowest
at 36.0% (see Chart 1.2)

Chart 1.2 | Age profile of WEC survey respondents

30%

25%

20%

15%

10%

5%

0%
17-24 25-34 35-44 45-54 55-64 65+

Europe Americas Asia-Pacific Total

FIA WEC enjoys a very strong, loyal fanbase with over 80% of you following endurance
racing for more than 4 years; however the championship’s appeal to a new, younger
audience is evidenced by the fact that over 35% of you are aged under 35 and have been
following FIA WEC for less than 3 years (see Chart 1.3).

Chart 1.3 | Length of following

80%

70%

60%

50%

40%

30%

20%

10%

0%
Less than 1 year 1-3 years 4-6 years More than 6 years

Europe Americas Asia-Pacific Under 35 Total Over 35

9
1O The Audience Global WEC Fan Survey 2O17

You are dedicated motorsport purists, with little interest in other sports and pastimes.
Football is your next most popular sport, but only 21.6% of you actively follow
(see Chart 1.4).

Chart 1.4 | WEC Fans - Other sporting interests

120%

100%

80%

60%

40%

20%

0%

Europe Americas Asia-Pacific

Global WEC Fan Survey 2O17 The Audience 11
Global F1 Fan Survey 2017 | Executive Summary

Reinforcing the purist nature of your interest, you show the greatest appetite for
watching, participating or attending motorsport events. You also show a big interest
in Technology, Travel and Music (see Chart 1.5).

Chart 1.5 | WEC Fans - Other interests

80%

60%

40%

20%

0%

Male Female Total

We have seen in previous studies that WEC enjoys a strong following among Formula
1 fans with nearly 40% of F1 fans actively following WEC. This study confirms that the
converse is also true; with nearly 9 in 10 of you actively following F1.

Beyond this, however, your interest in other forms of motorsport falls significantly with
MotoGP (45.9%), Rallying (42.6%) and Touring Cars (41.8%) the next most followed.
Among the American audience your interest in Indycar is high (62.0%) while NASCAR is
considerably lower (27.6%) (see Chart 1.6).

Chart 1.6 | WEC Fans - Motorsport following

100%
80%
60%
40%
20%
0%

Europe Americas Asia-Pacific Total

12 The Audience Global WEC Fan Survey 2O17

WEC delivers a highly, desirable audience with 20% of fans being business owners, senior
managers or professionals. Based on the feedback your average annual income is $68.5k.
Household car ownership is high with 93.5% of you owning at least one car, and globally
you have an average of 1.95 vehicles per household. (see Chart 1.7)

Chart 1.7 | WEC Fans - Household car ownership

50%

40%

30%

20%

10%

0%
One Two Three Four or more We do not currently
have a car

Europe Americas Asia-Pacific Over 35 Under 35

The leading vehicle brands owned by you are Ford (17.6%), Volkswagen (16.2%),
BMW (12.6%), Toyota (12.2%) and Renault (10.1%) (see Chart 1.8).

Chart 1.8 | WEC Fans - Car ownership by brand

35%
30%
25%
20%
15%
10%
5%
0%

Europe Americas Asia-Pacific Total

13
14 The Media Landscape Global WEC Fan Survey 2O17

SECTION 2
THE MEDIA LANDSCAPE

Headlines
>> Over 75% of you have been following the sport for 4 years or more

>> Dedicated Motorsport websites (93.4%), TV (69.9%) and YouTube (61.0%) are
your top 3 media channels for content

>> When viewing 50% of you watch the race in full

>> Your demand for online streaming & video is growing rapidly

>> Among the under 35 age group and fans in Asia and Americas your desire for
online & on-demand viewing now matches TV

>> Globally 60% of you are prepared to pay for exclusive content in the future

Nearly 80% of you have been following endurance racing for 4 or more years.

This figure falls to 66% and 63% among under 35s and female fans respectively. This
provides further evidence on the health of WEC, clearly demonstrating that while the
sport has gained a loyal fanbase it is attracting increasing numbers of younger and female
fans (see Chart 2.1).

Chart 2.1 | Length of WEC following by age & gender

80%

70%

60%

50%

40%

30%

20%

10%

0%
Less than 1 year 1-3 years 4-6 years More than 6 years

Male Female Over 35 Under 35

Global WEC Fan Survey 2O17 The Media Landscape 15
Global F1 Fan Survey 2017 | Executive Summary

Television remains an important media channel, with 70% of you following the sport on
TV in the past year, this figure increases among the older age group (35+) in Europe
and Americas. However, your overall use and preference for TV has been overtaken by
dedicated motorsport websites as the #1 most used and preferred source of WEC news
and information with 93% of you using specialist digital services for WEC content in the
past year.

The WEC’s decision to embrace social media and most particularly distribute content
via YouTube has been fully endorsed through this study. 61% of you are viewing WEC
content via this platform in the past year. The use of WEC official social media platforms
is particularly strong among female fans (76%) and those in Asia-Pacific reinforcing the
evidence of a new, emerging, younger digitally-engaged WEC audience (see Chart 2.2).

Chart 2.2 | Fan media consumption of WEC content

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Motorsport TV YouTube News / sports Official WEC Facebook Twitter Mobile/cell Newspapers Instagram
websites websites Social Media phone
updates

Total Male Female Over 35 Under 35

You continue to follow WEC events via broadcast media although, unlike other
(motor)sports, the duration of the live WEC event means that viewing habits are
different. While 53.1% of you watch the race in full, 34.7% of you watch the start and
then return occasionally throughout the race (see Chart 2.3).

Chart 2.3 | Fans viewing of WEC TV broadcast content

40%

35%

30%

25%

20%

15%

10%

5%

0%
Entire race Entire race plus Watch the start & Watch the start only Watch the start and Only watch post-
preview and post- end only return through race race highlights
race

Europe Americas Asia-Pacific Over 35 Under 35

15
16 The Media Landscape Global WEC Fan Survey 2O17

While live TV continues to be your #1 preferred broadcast platform (53.8%), the

growing audience of younger, digitally-engaged fans is driving a fundamental shift in
your viewing – with online streaming and on-demand video content now overtaking
traditional TV as your preferred broadcast distribution platform for the future
(see Chart 2.4).

Chart 2.4 | Fans future WEC broadcast viewing preferences

70%

60%

50%

40%

30%

20%

10%

0%
Live race on television Recorded race on Race highlights on On demand video Online via laptop,
television television mobile or tablet

Europe Americas Asia-Pacific Over 35 Under 35

Global WEC Fan Survey 2O17 The Media Landscape 17
Global F1 Fan Survey 2017 | Executive Summary

This is a landmark moment in (motor)sport - it is the first time the percentage of fans
preferring live TV broadcast has dropped below that of non-TV digital platforms.
(see Chart 2.5).

Chart 2.5 | TVvs Online/On-demand future WEC viewing

80%

70%

60%

50%

40%

30%

20%

10%

0%
Total Male Female Over 35 Under 35 Europe Americas Asia-Pacific

TV - live or highlights Online / On-demand

Alongside this increasing demand for online and on-demand content you show a
willingness to pay for exclusive additional content. These two factors provide WEC with a
clear opportunity for future content delivery.

Globally 60% of you indicated a willingness to pay for additional content, this was
greatest among the under 35 age group (65.7%) and fans in America (65.4%) and Asia-
Pacific (69.7%) (see Chart 2.6).

Chart 2.6 | Fans willingness to pay for exclusive WEC broadcast content

50%

40%

30%

20%

10%

0%
$0 Up to $25 $25 - $50 $50 - $100 $100 - $150

Europe Americas Asia-Pacific Over 35 Under 35

18 The Calendar Global WEC Fan Survey 2O17

SECTION 3
THE CALENDAR

Headlines
>> Over 55% of you attended a motorsport event in the past 12
months and nearly three quarters of you attended in the last 5 years

>> WEC races including 24H du Mans were the most attended events in the past
year (61.9%), of which Le Mans accounted for 27.4%

>> 36.2% of you attended a Formula 1 event in past year

>> You want an 8 – 10 WEC race season

>> Six (6) events are critical to you: Le Mans, Fuji, Nürburgring, Sebring,
Silverstone and Spa

>> You show a strong support for different race durations each season

>> You don’t want changes to the race weekend format

You are more likely to attend motorsport events than fans of other series previously
studied; 55.2% of you attended a motorsport event in the past 12 months, of whom over
80% attended a WEC race. Race attendance was higher among female fans (66.7%), over
35s (56.7%) and European fans (57.8%) (see Chart 3.1).

Chart 3.1 | WEC fans motorsport event attendance (2O16-17)

70%

60%

50%

40%

30%

20%

10%

0%
I have attended event in the past I have attended an event between I have attended an event between I have not attended any events in
12 months 1 - 3 years ago 3 - 5 years ago the last 5 years

Europe Americas Asia-Pacific Under 35 Over 35

Global WEC Fan Survey 2O17 The Calendar 19
Global F1 Fan Survey 2017 | Executive Summary

24 Heures du Mans was your single most attended event in the past year with 27.4%
of you attending, 34.5% of you attended another WEC event in the past 12 months
and 36.2% of you attended an F1 race in the past year. Historic racing (26.6%) and
Touring Cars (25.0%) also proved popular (see Chart 3.2).

Chart 3.2 | WEC fans motorsport series attendance (2O16-17)

50%

40%

30%

20%

10%

0%

Europe Americas Asia-Pacific Total

You have shown a clear preference for an annual 8-10 race WEC calendar (see Chart 3.3).

Chart 3.3 | Preferred number of WEC events per season

60%

50%

40%

30%

20%

10%

0%
3 - 4 5 - 7 8 - 10 11 or more

Europe Americas Asia-Pacific

In addition, we asked you to provide feedback on a number of potential race distance

changes, your feedback clearly showed a preference for the WEC season to feature
a number of different race formats with 6 Hours (32.8%), 12 Hours (13.8%) and 24
Hours (33.6%) the most popular (see Chart 3.4 overleaf).

19
2O The Calendar Global WEC Fan Survey 2O17

Chart 3.4 | Preferred WEC race duration

40%

30%

20%

10%

0%
4 Hours 6 Hours 9 Hours 1000kms 12 Hours 24 Hours Other

Europe Americas Asia-Pacific Total

You were also asked to give your opinion on the most important WEC events.

Your response showed strong regional variances, although one event stood out
with universal global support:

Global Le Mans (98.6%)

In addition to those events, regional support was as shown for the following events:

Europe As Global plus Silverstone, Spa and Sebring

Americas As Global plus Sebring, Spa, Silverstone and CoTA
Asia-Pacific As Global plus Fuji and Spa

Analysis of your feedback by region is detailed below (see Chart 3.5).

Chart 3.5 | WEC Event importance

120%

100%

80%

60%

40%

20%

0%
24 Heures du Mans (Le 6 Hours of Spa (Belgium) 6 Hours of Silverstone 12 Hours of Sebring 6 Hours of Nürburgring 6 Hours of Fuji (Japan)
Mans ) (UK) (Florida, USA) (Germany)

Europe Americas As ia-Pacific Total

Global WEC Fan Survey 2O17 The Calendar 21
Global F1 Fan Survey 2017 | Executive Summary

We also asked you to provide your feedback on a number of potential event changes;
your over-riding response was supportive of the current event formats. You reiterated
your desire to see different race distances and showed little interest in additional features
like sprint or qualifying races (see Chart 3.6).

Chart 3.6 | Fan feedback on suggested event changes

70%

60%

50%

40%

30%

20%

10%

0%
Introduce sprint or Additional points for All WEC events All WEC races All WEC events WEC events should Full Course Yellows
qualifying race sprint or qualifying increased to 24 reduced to 3 Hours increased to 12 alternate durations better than Safety
races Hours Hours Cars

Europe Americas Asia-Pacific Total

22 Brand Health Global WEC Fan Survey 2O17

SECTION 4
BRAND HEALTH

Headlines
>> You record very positive brand health scores for the WEC

>> Top 5 WEC attributes – Technological, Competitive, Innovative, Exciting

and Global

>> You believe the WEC features the best cars, has the right balance of sport and
business and is a proven testbed for road car development

>> You want the WEC to continue to deliver exciting, close racing in state of the
art cars

>> You show some concern that the WEC is not as healthy as three years ago

One of the highlights of the 2017 Global WEC Survey is the very healthy opinion you
have of the sport. We asked you to select the 5 most appropriate terms to describe
the WEC from a list of 37 possible attributes. For comparison, we have included,
the results drawn from the recent 2017 F1 Global Fan Study. The comparison clearly
illustrates your current fan positivity around the Championship.

The WEC’s top nine (9) brand attributes are all very positive with the only negative
attribute in the Top 10 recorded as Threatened, undoubtedly driven by recent
withdrawals from LMP1 by Audi & Porsche (see Chart 4.1).

Chart 4.1 | WEC and Formula 1 brand attributes (2O17)

70%

60%

50%

40%

30%

20%

10%

0%

F1 FIA WEC
Global WEC Fan Survey 2O17 Brand Health 23
Global F1 Fan Survey 2017 | Executive Summary

In comparison to Formula 1; you perceived WEC as more competitive, innovative,

entertaining, accessible and fun (see Chart 4.2).

Chart 4.2 | WEC vs F1 brand heath (2O17)

Competitive
Technological

Formula 1
Innovative
Exciting
WEC

Global
Prestigious
Entertaining
Expensive
Accessible
Complicated
Fun

Overall you have a very positive outlook, with the majority of you believing it features
the best sportscars (81.6%), introduces innovation to benefit road users (65.1%), is the
pinnacle of motorsport (53.0%) and has the right balance of sport and entertainment
(57.9%).

In addition, we asked you to rank the relative importance of various WEC attributes. The
Top 5 attributes all recorded over 75% importance rating and provide a clear indication of
your priorities for future success.

Exciting racing (94.2%)

Close competition (91.3%)
Overtaking & on track action (88.9%)
Features fastest cars (77.9%)
Features pioneering technology (77.7%) (see Chart 4.3)

Chart 4.3 | WEC health check

Showcases hybrid technology

Has lots of different winners
Attracts the world’s biggest companies
Has spectacular crashes
Attracts the rich & famous
Has exciting races
Features pioneering technology
Attracts celebrities
Has lots of overtaking and on track action
Features close competition
Is glamorous
Travels to exotic locations
Features the fastest cars
Is dangerous
Features the best drivers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Under 35 Over 35

23
24 Brand Health Global WEC Fan Survey 2O17

To help secure a healthy future, you urged WEC to be vigilant in a number of key
areas including:

>> doing more to attract new fans (84.0%)

>> not become too reliant on major manufacturers (62.4%)

However, in response to recent announcements regarding LMP1 over 80% of you believe
the sport is less healthy than it was 3 years ago (see Chart 4.4).

Chart 4.4 | Current WEC health rating

WEC is the most technologically-advanced motorsport in the world

WEC is the most competitive global motorsport championship

WEC has the right balance of entertainment and sport

WEC technical and safety initiatives benefit road users

WEC is too reliant on the participation of manufacturers

WEC is in better health now than it was three years ago

WEC needs to do more to attract and retain new fans

WEC showcases the best sportscars

WEC showcases the best drivers

WEC is the pinnacle of motorsport

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Under 35 Over 35 Total

25
26 The Competitors Global WEC Fan Survey 2O17

SECTION 5
THE COMPETITORS

Headlines
>> Diversity is a key differentiator for WEC – races distances, categories and
manufacturers

>> LMP1 is the single most followed WEC category, but nearly 80% of you follow
both LMP & GT categories

>> You believe LMP1 should continue as the premier class even without
manufacturer entries

>> You believe WEC provides a valuable R&D platform for manufacturers

>> 75% of you don’t support a particular individual team or driver

>> Ferrari, Porsche, McLaren, Audi and Aston Martin as your Top 5 most
appealing WEC manufacturers in the future
Global WEC Fan Survey 2O17 The Competitors 27
Global F1 Fan Survey 2017 | Executive Summary

You actively follow all categories, and while LMP1 is your most followed category,
nearly 80% of you follow both GT and LMP categories. These findings are consistent
across all gender, age groups and geographic regions (see Chart 5.1).

Chart 5.1 | Ranking of fan opinion by WEC category

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
LMP1 LMP2 GTE Pro GTE Am

Europe Americas Asia-Pacific Total

27
28 The Competitors Global WEC Fan Survey 2O17

We asked you to provide your opinion on potential future sporting changes, and the
results confirmed that you are satisfied with the current structure and regulation of the
championship. You do not want to adopt different rules and regulations from alternative
series, nor do you believe the introduction of an electric or hypercar categories would
benefit the WEC (see Chart 5.2).

Chart 5.2 | Appeal of future sporting changes

70%

60%

50%

40%

30%

20%

10%

0%
WEC should introduce an LMP is an R&D LMP1 should be the focus US Daytona Prototype LMP2 should be the GTE Pro should be the Hypercars (i.e. AM
all-electric class laboratory for OEM of WEC class should replace LMP1 focus of the WEC focus of the WEC Valkyrie) should be the
focus of WEC

Europe Americas Asia-Pacific Over 35 Under 35

Support of the WEC is markedly non-tribal with the vast majority (74.6%) of you
impartial to individual team or driver loyalties. Just 17.9% of you are loyal to a
particular manufacturer, with 4.1% of you loyal to a team and 3.5% loyal to a driver
regardless who they drive for.

WEC racing is a sport enjoyed by all, regardless of category, team or competitor.

Evidencing this non-partisan support is Porsche, as the most popular current
manufacturer, with just 33.3% support.

We also asked you to identify your Top 5 most preferred manufacturers to compete in
WEC in the future. Ferrari proved the most popular, followed very closely by Porsche
and McLaren. However, within the emerging younger WEC audience (under 35),
McLaren were your #1 most desired future competitor (see Chart 5.3).

Chart 5.3 | Ranking of manufacturers to compete in future of WEC

50%

40%

30%

20%

10%

0%

Over 35 Under 35 Total

Global WEC Fan Survey 2O17 Sponsorship 29
Global F1 Fan Survey 2017 | Executive Summary

SECTION 6
SPONSORSHIP

Headlines
>> You recognise and respect the positive contribution made by sponsors

>> You are more likely to consider sponsors’ products above others

>> WEC competitor manufacturers and official series partners enjoy the highest
levels of spontaneous brand recall

As a global fanbase you recognise and value the positive contribution made by
sponsors to the health of motorsport. Supporting evidence is shown by you being
more likely to consider sponsors’ products above non-sponsors.

Car manufacturers competing in the WEC enjoy the highest levels of brand recall,
with Official WEC series partners also scoring highly with you.

Over 85% of you believe sponsors contribute to the success of the championship,
you also think more highly of sponsors and are more likely to purchase their products.
Fans in Europe are less positive than those in Americas and Asia-Pacific
(see Chart 6.1).

Chart 6.1 | Fans attitude to WEC sponsorship

I am more likely to consider purchasing products from companies involved in

WEC

Sponsorship contributes greatly to the success of motorsport and WEC

I think more highly of companies that sponsor motorsport

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Europe Americas Asia-Pacific

WEC sponsorship has a positive effect on your purchasing behaviour with fans in
Americas and Asia-Pacific most positively disposed to sponsors. On-car branding has the
largest single positive impact on your purchasing behaviour (see Chart 6.2).

29
3O Sponsorship Global WEC Fan Survey 2O17

Chart 6.2 | Influence of brand positioning on purchasing behaviour

Companies/brands who sponsor particular WEC events

WEC teams using a particular brand for racing

Companies/brands sponsoring and seen on WEC team cars

WEC drivers endorsing and using a particular brand

Companies/brands who sponsor WEC drivers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Europe Americas Asia-Pacific

When we asked you to name your top 5 WEC-related brands, your response was
dominated by competing WEC manufacturers and official WEC partners. The Top
10 ‘most recalled’ brands comprised of 6 WEC competitors, 2 leading LMP1 team
sponsors and 2 Official WEC Series partners (see Chart 6.3).

Chart 6.3 | Spontaneous brand recall by region and age

80%

70%

60%

50%

40%

30%

20%

10%

0%
Porsche Toyota Michelin Ferrari Aston Audi Ford Rolex DMG Denso
Martin

Europe Americas Asia-Pacific Over 35 Under 35

Global WEC Fan Survey 2O17 Index of Charts 31
Global F1 Fan Survey 2017 | Executive Summary

2017 WEC GLOBAL FAN SURVEY

INDEX OF CHARTS

Chart No. Description Page

Chart 1.1 WEC Global Fan Survey regional analysis 08
Chart 1.2 Age profile of WEC survey respondents 09
Chart 1.3 Length of following 09
Chart 1.4 WEC Fans - Other sporting interests 10
Chart 1.5 WEC Fans - Other interests 10
Chart 1.6 WEC Fans - Motorsport following 11
Chart 1.7 WEC Fans - Household car ownership 11
Chart 1.8 WEC Fans - Car ownership by brand 12
Chart 2.1 Length of WEC following by age & gender 14
Chart 2.2 Fan media consumption of WEC content 15
Chart 2.3 Fans viewing of WEC TV broadcast content 15
Chart 2.4 Fans future WEC broadcast viewing preferences 16
Chart 2.5 TV vs Online/On-demand future WEC viewing 16
Chart 2.6 Fans willingness to pay for exclusive WEC broadcast content 17
Chart 3.1 WEC fans motorsport event attendance (2016-17) 18
Chart 3.2 WEC fans motorsport series attendance (2016-17) 19
Chart 3.3 Preferred number of WEC events per season 19
Chart 3.4 Preferred WEC race duration 20
Chart 3.5 WEC event importance 20
Chart 3.6 Fan feedback on suggested event changes 21
Chart 4.1 WEC and Formula 1 brand attributes (2017) 22
Chart 4.2 WEC vs F1 Brand Health (2017) 23
Chart 4.3 WEC health check 23
Chart 4.4 Current WEC health rating 24
Chart 5.1 Ranking of fan opinion by WEC category 27
Chart 5.2 Appeal of future sporting changes 28
Chart 5.3 Ranking of manufacturers to compete in future of WEC 28
Chart 6.1 Fans attitude to WEC sponsorship 29
Chart 6.2 Influence of brand positioning on purchasing behaviour 30
Chart 6.3 Spontaneous brand recall by region and age 30

31
With Thanks

Official Partners

Official Manufacturers

Survey Partners