Formula 1 hands Fever five-year global ticketing deal

Formula 1 has appointed Fever as its new Official Ticketing Supplier in a five-year agreement beginning in 2027, replacing long-standing partner Platinium Group and marking one of the most significant changes to the sport's commercial infrastructure in more than a decade. While the announcement focuses on ticketing, the bigger story is Formula 1's continued investment in fan engagement, first-party data and the live event experience as demand for race attendance continues to grow around the world.

The partnership will see Fever manage official Formula 1 ticketing across general admission, local hospitality and premium experiences, helping fans discover, purchase and access events through a more integrated platform. Fever already has experience within Formula 1 through its work with the Madrid Grand Prix project, where it has supported ticketing, fan engagement and event promotion ahead of the race's debut in 2026.

As the sport continues to expand globally, ticketing has become an increasingly valuable source of fan data. Every transaction provides insights into customer behaviour, travel patterns, hospitality demand and purchasing preferences. That information can be used to improve experiences, strengthen commercial partnerships and create more personalised fan journeys.

The move also reflects a broader shift across sport. Rights holders are increasingly looking to build direct relationships with consumers rather than relying on third-party distributors. Ticketing is becoming a strategic asset that sits at the centre of fan acquisition, retention and revenue generation.

With Formula 1 reporting record attendances and growing demand across both established and emerging markets, the fan experience has never been more important. As only a small percentage of the sport's global audience will ever attend a race in person, ensuring that experience is seamless and memorable remains a key priority. Formula 1's partnership with Fever is another step towards building a more connected and data-driven relationship with fans around the world.