Formula 1 has strengthened its fan engagement and digital commerce strategy by appointing Fever as its official supplier in a new five-year partnership that will see the live entertainment technology platform power the sport’s next-generation ticketing ecosystem.
Beginning with the 2027 FIA Formula One World Championship season, the live entertainment platform will develop and operate Formula 1’s new official ticketing platform, which will be fully integrated into F1.com. The collaboration is designed to simplify the ticket purchasing journey for fans worldwide while providing a more seamless and personalised experience across the racing series’ rapidly growing global calendar.
The platform will offer access to a broad range of products, including General Admission tickets, local hospitality experiences and the premium Formula 1 Paddock Club. The global sporting property expects the new system to enhance ticket discoverability, streamline bookings, improve customer support and deliver a more intuitive purchasing experience from initial search through to race-day attendance.
The announcement comes as the motorsport property continues to enjoy record levels of fan engagement and attendance, with demand for race tickets and hospitality experiences rising across both established and emerging markets. Through Fever’s technology expertise and global ticketing infrastructure, Formula 1 aims to strengthen its direct-to-consumer capabilities while creating a more efficient pathway for fans to engage with the sport’s live events.
Emily Prazer, Chief Commercial Officer of Formula 1, said, “To maximise 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 the track lives up to our high expectations. We’re therefore delighted to have Fever join our ecosystem as an Official Supplier that will continue to raise the bar year after year.”
Mariano Otero, SVP Business Development at Fever, added, “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 and its ability to deliver innovative technology solutions on a global scale. We have been admirers of Formula 1’s inspiring work building up a global fan base and look forward to helping reach the next generation of fans.”
The partnership also reinforces the ticketing specialist’s growing presence in the sports industry. The company already works with major rights holders and organisations including SailGP, Chelsea FC and FC Barcelona, adding the pinnacle of motorsport to an expanding portfolio of premium sports properties.
For Formula 1, the agreement represents another strategic investment in the fan experience, positioning ticketing as a key pillar of its broader digital transformation and long-term commercial growth strategy.
