Silverstone, the home of British motorsport, has appointed Fifty as its new strategic media and audience intelligence partner to accelerate its transformation from iconic racing circuit into a year-round destination.

The partnership will give the legendary motorsport venue access to Fifty’s suite of AI-powered audience intelligence and media solutions to turn its growing and increasingly diverse portfolio of experiences, events, and products into a stronger all-year-proposition, helping to drive more revenue and brand growth beyond the British Grand Prix.

Fifty will help the iconic circuit connect more people with experiences across the business, from MotoGP and CarFest to Silverstone Museum, Kart Silverstone, and Christmas at Silverstone.

At the heart of the partnership is a shift in how Silverstone understands and reaches its audiences. While awareness of the brand is exceptionally high, research from Talkwalker found that online conversation about Silverstone remains heavily dominated by Formula 1 and MotoGP. The opportunity is to show more people that Silverstone has something for them beyond race weekends.

Silverstone chose Fifty as its audience intelligence and media partner following a competitive pitch because of its tech-first approach to insights, which turns proprietary human signals into actionable media strategies.

Rather than relying on generic AI models trained on broad internet data, the Fifty platform creates a unique fingerprint of the audiences that matter to each brand. Its modelled behavioural dataset groups people into distinct interest-based communities, known as "Tribes", revealing the interests , influencers, behaviours, media channels, and personality traits that connect them.

The partnership comes as consumers become increasingly selective about how they spend on entertainment and experiences. Research from Barclays found that 58% of UK consumers believe entertainment no longer offers the same value for money, while 24% nevertheless plan to spend more on memorable experiences. 

Emily Wiles, Silverstone’s marketing director, said: "Silverstone is a thriving destination with an increasingly diverse portfolio of experiences, audiences, and products throughout the year. Our ambition is to understand our audiences better than ever, and to create content and experiences that genuinely resonate with them. Fifty's approach brings a genuinely different perspective to how we understand those audiences and, importantly, how we turn that understanding into action. This partnership will help us find new audiences, connect people across our portfolio, and build stronger, more relevant relationships with them throughout the year."

Simon Shaw, CEO of Fifty, said: "Everyone knows Silverstone, but not everyone knows they’re invited. That’s the opportunity in front of us. We’re not building a new brand, we’re helping people find the parts of Silverstone that are already there for them, whether that’s a family day out or a track day, and plotting the course to get them there all year round, not just on race weekend."

For more information on Fifty's audience and media solutions, visit fifty.io

Fifty

Fifty is a technology-first media partner that helps brands and agencies grow by turning proprietary, brand-specific audience intelligence into smarter, faster media strategy, planning and activation that drives measurable results. Independently o...

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