Formula 1 has locked in a long-term global strategic partnership with live-entertainment technology platform Fever to completely revamp its worldwide ticketing ecosystem. Under the five-year agreement, which officially commences for the 2027 season and beyond, Fever joins the motorsport giant’s commercial portfolio as an Official Supplier.
Harmonizing Global Ticket Distribution
As international demand for live sports tourism reaches unprecedented heights, the partnership represents a coordinated effort to harmonize ticket distribution across vastly different international jurisdictions, currencies, and fan demographics. The move is designed to unify the grand prix ticketing experience under a seamless, tech-driven global network.
Chief Commercial Officer of Formula 1, Emily Prazer, emphasized the vital role consumer-facing technology plays in protecting and elevating the sport’s premium brand value:
Emily Prazer (Formula 1 CCO): “To maximize the overall experience of fans attending races, we want the consumer journey to be as seamless and enjoyable as possible. Having a strategic partnership that makes that process easier, like searching for and booking tickets, is critical so every aspect of the sport and their time at track lives up to our high expectations.”
Validation of Fever’s Global Tech Infrastructure
For Fever, the high-profile assignment functions as a major validation of its business model within elite global sports broadcasting and live event markets. Managing the infrastructure for one of the most operationally demanding properties in the world establishes the tech firm as a premier tier-one sports partner.
SVP of Business Development at Fever, Mariano Otero, highlighted the scale and prestige of the multi-year deal for the technology organization:
Mariano Otero (Fever SVP): “We are proud to become an Official Supplier of Formula 1, one of the world’s most iconic and storied sports and entertainment properties. This agreement is a testament to Fever’s leading role as a global technology partner for the most renowned and demanding sports properties in the world… We look forward to helping reach the next generation of fans.”
Considered a major step in the digital transformation of motorsport event management, this five-year partnership will streamline how fans discover, purchase, and access race weekend tickets and premium hospitality packages worldwide.