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The world of racing has certainly drawn great inspiration from the arrival on social networks. The possibility of reaching an extremely large audience and above all without the burden and filter of intermediaries represents a significant boost within the media mix of a team, a driver or a brand.

The great popularity of these platforms and their widespread use has practically never led to their presence as investors. A different matter concerns some sites and software with a different and lower user base and popularity.

Last on this list is Only Fans, the controversial subscription-based sharing platform dedicated to digital creators. This increasingly popular entertainment service has implemented a rather widespread strategy in supporting various teams and drivers' campaigns. These are mostly national trophies and local stables, precisely to guarantee maximum freedom of management.

The principle of these partnerships is in fact that drivers and team workers can document the activities on and off the track through OFTV (Only Fans TV), the free app of the social network.

In GT racing there are two main teams wearing the blue livery of the platform. The first, in chronological order, is Enduro Racing: this British team fielded a McLaren 720S GT3 in the British GT. At the wheel are the duo Morgan Tillbrook and Marcus Clutton.

The 2023 season will see the addition of a joint venture between P1 Groupe and Molitor Racing Systems (MRS): this partnership will bring 2 Porsches to the track in two different stages. In the first case a Porsche 992 GT3 Cup for the 24 Hours of Dubai Ceventric, in the second a Porsche 991 GT3R for the entire SRO GT America season.

Alternating behind the wheel will be Alex Vogel (USA), Alex Sedgwick (UK), Leon Koehler (Germany) and Jukka Honkavuori (Finland). Vogel will then be the standard bearer for the US series. All the drivers will be busy, in addition to their driving shifts, in creating content for the platform.

As far as two wheels are concerned, OF's sponsorship of the new Supersport class champion in MotoAmerica stands out. Ducati Warhorse rider Josh Herrin has had the white/blue logos clearly visible on his helmet since last year. In his case, subscribing to the channel allows you to have exclusive videos from race weekends, driving lessons on the track and on the road, a more direct relationship with subscribers and the possibility of accessing promotions and giveaways from other sponsors.

In road racing, the Onlyfans livery characterizes TimoThée Monot's Yamaha R1 entirely. The private driver who with the team of the same name participates in events on French soil, in the prestigious Macau Grand Prix as well as in the stages of the Hillclimb Championship. His channel offers on-board videos, reports from official events and races with historic motorcycles, details of the restorations carried out by the workshop and more.

Moving on to knobby Onlyfans is also the new main sponsor of Logan Karnow in the Monster Energy AMA Supercross. The driver from Ohio found a truly unique way to make up for the early and unexpected closure of the partnership with the previous main sponsor, which occurred in mid-2022. At that point Logan spread a request for support and a creator with over 25.000 followers – Hanna Ray – took charge of covering the expenses for the next race in exchange for the presence of her account on the motorcycle fairings. Other characters were added in the remaining races and so Logan tried to "knock" directly on the doors of OnlyFans through their email and within a few video calls the collaboration was started.

Support for social initiatives

An interesting peculiarity of the initiatives involving OnlyFans is that of supporting specific causes in which motorsport can become a vector of messages. For example, within the Type R Trophy, a Honda single-brand event taking place in British territory, Mansell Racing uses the platform to offer content dedicated to its activity in the championship, expanding its visibility. Plus, every penny earned through subscribers goes to Crohn's & Colitis UK, a charity that targets Crohn's disease, ulcerative colitis and other forms of inflammatory bowel disease.

Another interesting objective is to encourage the presence of women in motorsport disciplines. In fact, the appearances of female personalities in this competitive context are few and quite rare. However, the current trend increasingly leads us to broaden the scope of opportunities. And so more and more organizations are working towards including not only pilots but also support staff and professional figures in general belonging to the opposite sex.

Here we can include, among the most recent formations, that of Team Valkyrie. This totally female team has decided to rely on OnlyFans to convey its campaign.

The 3 girls competed in a Citroen C1 in the single-make series of the same name within the 2022 BRSCC Club Car Championship. The dream of Amy Riley, Shannon Tobin and Magdalena King is to finally be able to access competitions of an increasingly higher level on a more continuous basis and at the same time show a new paradigm linked to the creation and management of their own content on platforms such as OF.

Overall it is clear that the English platform is adopting a diversified strategy whose dual objective is:

  • On the one hand, supporting less visible realities and characters so as to allow them to have support capable of increasing their communication skills and potential.
  • On the other hand, having a recognizable presence even in more relevant areas so as to increase brand awareness and brand reputation.

The need to present itself as an open terrain for all types of content that encourages diversity of themes and voices, freeing itself as much as possible from the image of a platform essentially based on the presence of nudity and adult material, certainly weighs on everything.

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