After a two-year hiatus owing to COVID, Formula 1 returned to Australia this past April and deployed non-fungible tokens to engage fans as part of the AusGP Access program.
Customers purchased token packs which gave them the chance to win experiences and benefits, including merchandise discounts and pit lane walks. Fans could also use tokens to bid in online auctions for Track Hot Laps, where one rides a lap around the Grand Prix Circuit. This system significantly democratizes fan access to such exclusive experiences normally only available to corporate sponsors or the highest tier of ticket holders.
“AusGP Access was a first for Australian sport – utilising the power of the blockchain to deliver innovative and exciting experiences that lets fans get closer to the action and event than ever before, unlocking a range of thrilling experiences like early access to presales, exclusive viewing areas, exclusive content, helicopter tours of the Albert Park Grand Prix Circuit and even hot laps,” said Arthur Gillion, General Manager of Marketing and Experience, Australian Grand Prix Corporation.
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