Sports and music have a long and mixed relationship. For every iconic theme tune (Grandstand, MOTD, Champions League) and huge tournament track (hey there Waka Waka, Three Lions, World in Motion) you get an utter lemon (looking at you Ant & Dec). But with sports properties constantly seeking to attract new and younger audiences, reaching them through music is always going to be an attractive option.
Which brings me to this – F1, meet the Chemical Brothers
Will core F1 fans like it? For the most part, probably no. Will fans of the Chemical Brothers like it? They’ve done a pretty good job of weaving F1 content into an authentically Chemical Brothers feel – so yeah. But these two questions kind of miss the point. Through this collaboration, F1 will get their IP in front of a few million young(ish), potential new fans, and create a positive association. That type of positive brand equity is exactly what they’re trying to build, and where the impact will be most felt. Which is great (as long as you don’t pay too much attention to the ‘World’s Fastest Remix‘…)
Bonus track: so I’m big into the Chemical Brothers and I’m pretty psyched about the new album No Geography which drops April 12th . Until then, here’s a previous post and a tasty remix by Riton.