Like fans of any other sport, Formula 1 fans want to get their hands on official merchandising of the teams they support. Before the start of the season I decided to look at what teams released and when so that I could write about it here. I’ve never previously taken a look across all the teams in this way, and what I found surprised me to the extent that I questioned whether or not the teams in one of the most commercial sports in the world have got it right.
Timing of merchandise release
We’re now past race weekend 5 of 20 – a quarter of the way through the 2012 F1 season, and some teams have still not released their merchandising collections online through their websites. Those still in that category are Williams F1, Sahara Force India and HRT. The majority of teams had their merchandise available by the Malaysian race, although Mercedes (whom I was very impatiently waiting for) didn’t release theirs until mid-April.
With merchandising changing from one season to the next, the late timing of the releases does not represent good value for money for fans; F1 merchandising (like most sports) is not cheap. Why is it so late in some cases? It is hard to say for sure in each individual case, but waiting until sponsorship deals have been sealed can put production of the merchandising on hold. It is inevitable for the team that the income from the pending sponsor(s) will be worth more to the team than income from merchandising.
The contrast in timing of release of official F1 team ‘kit’ for supporters with football teams is striking. The 2011/12 football season is barely over, but the kit for 2012/13 season for many teams is either already available to buy or can at least be pre-ordered. Even those teams awaiting sponsorship deals to be agreed (or branding changes) are likely to release their kit in July, still ahead of the start of the season.
The price of merchandising across F1 teams varies significantly. I took a look at the cost of a team replica ladies shirt for each team who has released merchandising to date. Replica kit is always more expensive than other ranges offered by teams so it should be noted that there are cheaper alternatives available. Here are the prices, in descending order:
Sauber (unisex) £52 (Conversion based on current £/€ exchange rate)
Red Bull £44.19 (Conversion based on current £/€ exchange rate)
Toro Rosso – no official shirt
Ferrari – not available online
This list shows a significant range in price across the teams. The McLaren shirt is a relative bargain(!) for one of the ‘big teams’ but is a t-shirt rather than a polo or shirt. By contrast the prices of the Mercedes and Caterham shirts are somewhat eyewatering.
Being a female F1 fan, I was particularly interested by the merchandising available to women. It was striking, and disappointing, that some teams only sell a fraction of items to women compared to the menswear range. If my twitter feed (@schuvettelainen) is anything to go by, the gender balance amongst F1 fans is pretty equal. Shots of the grandstands on race weekends also support this – there are always plenty of women at races.
Red Bull, Lotus, Marussia and McLaren all have full ranges for women, while Sauber’s official team line is unisex. By comparison, Mercedes has 2 items (plus a unisex jacket) for women compared to 11 for men.
Even more depressing is that some teams don’t even have menu filters for women on some parts of their website. The Ferrari store has a women’s section in their general range, but in the Scuderia section containing the F1 merchandise there are filters for men and kids, but not for women. It is possible to buy Ferrari women’s clothing in shops but it is really odd that it isn’t available online. (Interestingly in the Ferrari Scuderia section there is a filter for Fernando Alonso, but not for Felipe Massa – there is Felipe gear on there, but you have to trawl through everything to find it).
Caterham have women’s team replica kit, but not a lifestyle range. I contacted their e-shop to ask why this was, and I was assured that the items are on their way (and that Caterham value their female fans as much as their male fans), but if they are able to produce men’s lifestyle products from the start, why not women’s?
With some teams having full lines for their female fans it seems that some recognise that women are massive F1 fans too, but others apparently haven’t got it right and have some way to go to catch up.
Accessories and other items
One thing all teams are good at is producing accessories and other assorted items. Here’s a selection of what is out there.
Red Bull have a massive range of items:
Mugs and USB sticks are a popular choice with teams. McLaren and Lotus have the nicest, although the Lotus USB is frankly extortionate.
Belts and notebooks are also popular choices. I like these ones from Caterham F1:
Have the teams got it right?
In some cases it seems the teams are spot on – a good choice for all, while others seem to have got it wrong (from a fan’s perspective) in terms of timing and/or gender inequality. I don’t know how teams plan their merchandising ranges, but they don’t seem to be drawing on consistent data. It will be interesting to see what the remaining teams offer when their collections are released.