Motorsport is evolving. The electrification of racing may have met a few bumps along the road, but there are plenty of other innovations alongside changing powertrains. One company is pioneering new approaches revolving around the most important fuel for motorsport – fan engagement. Veloce Media Group has a portfolio spanning virtual to real racing. I talked to the team about the company’s innovative approach to motorsport. Veloce’s Big Bet On Esports “Veloce Media Group grew initially out of Esports and gaming,” says Daniel Bailey, CEO, Veloce Media Group. “Soon after CVC Capital Partners sold Formula One to Liberty Media, we recognized there was a massive audience interest in this area. Now we’re the biggest sim racing talent manager in the world, whether it’s the Veloce Elites team itself or our customer teams in Formula One. We also signed the biggest racing gaming content creator channels in the world, which now means that we’re the biggest racing gaming media network, with 55 million subscribers, north of 500 million views a month. Many modern motorsport fans consume racing in a more fanatical way. Content creators play these games, have fun, and distribute the videos on their channels. We provided an infrastructure network to consolidate those channels.” Veloce saw an opportunity that wasn’t being exploited by traditional racing organizations. “The beauty of motorsport, if you want to build businesses in it, is the traditional rights holders tend to be quite slow to move away from focusing on just running racing cars on track and trying to sell sponsorship,” says Bailey. “There are always the peripheral areas in the industry that are moving fast. We recognized with Esports and sim racing, there was a new opportunity for accessibility, to democratize people’s involvement. Now, the modern consumer of motorsport is doing it in different ways.