The best way to understand what makes fans tick is to experience it for yourself.

Through our Speed of Fans Fund, the MKTG team gets the chance to step into sporting and entertainment cultures around the world - taking in the atmosphere, traditions and moments that make each fan experience unique.

Fan Diaries brings those experiences to life.

The series looks beyond the action itself, exploring the rituals, communities, food, characters and culture that surround the main event.

Next up, Kelsey takes us trackside at the Dutch Grand Prix, sharing her experience of the atmosphere, energy and unmistakable orange takeover at Zandvoort.

Fan experience

What surprised you most?

How much the event felt like a festival rather than simply an F1 race. The racing was the main attraction, but the music, DJs, fan zones and activities around the circuit created an atmosphere that continued throughout the entire day.

What would fans at home never understand?

On TV you see the orange grandstands, but you don't really appreciate the scale and consistency of the noise and energy when you're physically surrounded by it. It doesn't feel like a generic Grand Prix venue - the dunes, beach setting, huge Dutch presence with the orange army all rooting for Max Verstappen. It felt like I was at a rave at times, which was super fun.

What moment best captured the atmosphere?

There was an added emotional element this year because this was the final Dutch Grand Prix at Zandvoort. It felt like people were conscious that they were experiencing the end of something that had become a major part of the F1 calendar. The build-up to the race start was huge with Dutch flags being hung out of planes, big artists within the fan zones, flyovers etc. The campaign was all around “The Final Lap” and they brought this message to life by creating a huge celebration atmosphere around this moment.

Brands / sponsors

How are brands connecting with fans beyond logo visibility?

LEGO was a good example. The Dutch-themed F1 Academy livery for Esmee Kosterman, inspired by the LEGO Botanicals Tulip Bouquet, was visually distinctive and locally relevant. Fans could also build their own LEGO tulips, while there was a LEGO DJ booth around the F1 Academy grid walk. It felt like something fans could interact with, photograph rather than simply look at, and they really recognised what would draw in their audience.

(Image: Lego F1 Academy)

American Express was another interesting example because the value was more functional. Its race radios for Amex customers and F1 themed phone straps for all fans genuinely enhanced the experience of being at the circuit and provide more value during the race, rather than simply being another piece of branding.

What kind of value are sponsors adding for fans?

The best sponsorships were giving fans something to do, experience or remember.

Whether that's LEGO creating something fans can interact with, Amex providing practical benefits such as race radios, Royal Delft bringing Dutch culture into the event, or the music partners providing entertainment, the strongest activations felt like they were improving the weekend rather than interrupting it.

What could brands learn from how fans are behaving here?

The most effective brands gave fans a genuine reason to interact with them. Heineken, as the race’s title sponsor, had limited fan interaction beyond a party vehicle driving around the track and its products being available to purchase. It felt like a missed opportunity to create something more memorable for fans.

 

Culture & content

What makes this event feel different?

The combination of F1, Dutch culture, Zandvoort and the Orange Army. It feels much more like a complete entertainment experience than just a sporting event. The music, orange crowds, fan behaviour and coastal setting all contribute and this year there was the added sense of occasion around it being the final Dutch GP at Zandvoort.

What feels authentic here?

The orange fan culture obviously feels authentic, but I also thought the LEGO tulip activation and Royal Delft trophies were good examples of brands finding a genuine Dutch connection rather than simply transplanting a global sponsorship into another market.

What is everyone filming?

People are filming the atmosphere, themselves and their friends, the orange crowds, outfits, fan activations, music, driver appearances, and anything unusual happening around the circuit. People aren't just documenting what happened on track; they're documenting the fact that they were there. There was a huge issue with crowd control over the first two days which unfortunately seemed to take over across social, when fans were documenting their experience however.

 

Quick-fire Questions

Best moment?

The racing still stood out for me, but seeing the F1 Academy and the engagement it created with fans, both on the track and off was really something special to show how they are trying to bring F1 to other audiences and promote women within the sport.

Biggest surprise?

How much of the experience happens away from the actual racing. It genuinely feels like a festival with an F1 race running through the middle of it.

One thing you'd change?

The transport/logistics experience. With such a huge number of people travelling to a relatively compact coastal venue, getting everyone in and out smoothly is incredibly important to the overall experience. When there are problems with transport, it can have a disproportionate impact on the fan experience as they limited fans’ access to the fan zone on the first couple of days.