Objective
W Series, the revolutionary all-female motorsport competition, appointed Pitch as its exclusive distributor of international media rights ahead of its inaugural season in 2019. Pitch’s primary objective was to maximise broadcast coverage as the organisers looked to build awareness and engagement with this ground-breaking new property.
Approach
Pitch targeted free-to-air broadcasters to maximise access to the new product, with a key focus on markets featuring racers and drivers. Pitch created a synergised broadcast campaign that delivered widespread coverage across traditional media platforms while allowing the W Series to distribute content across their own platforms to further enhance global awareness.
Results
Despite it being a new product and having a short sales window, Pitch sold the inaugural season of the W Series into over 120 markets with a total household reach of over 285 million. The global popularity of the league and overall success of the 2019 season led to a strategic partnership with Formula 1 being announced in 2020.