Australian Grand Prix Cancelled For Second Year In A Row

MELBOURNE GRAND PRIX CIRCUIT, AUSTRALIA - MARCH 17: Valtteri Bottas, Mercedes AMG W10 leads Lewis Hamilton, Mercedes AMG F1 W10 at the start of the race during the Australian GP at Melbourne Grand Prix Circuit on March 17, 2019 in Melbourne Grand Prix Circuit, Australia. (Photo by Andy Hone / LAT Images)

Australian motorsports fans look set to once again miss out on the Australian Grand Prix, with reports suggesting this year’s event will once again be cancelled.

7News is reporting that negotiations over a quarantine hub for drivers broke down, with an official annoucement coming later today.

The 2020 Australian Grand Prix was among one of the first major sporting events to be cancelled as a result of the COVID-19 pandemic last year, with attendees sensationally turned away at the gates following a last-minute decision from the Victorian government.

With the 2021 Grand Prix not scheduled until November this year, the Dan Andrews-led government is giving far more notice this time around.

Andrews seemingly hinted at the cancellation this morning when he said: “some things are possible in a pandemic and some things are really hard”.

The Australian Grand Prix was initially moved from March to November, with Bahrain instead hosting what is usually the season opener for the F1.

Following the decision, Gemba head of marketing strategy Adam Hodge suggested moving the event “might just be the best thing to happen to the Aussie F1 (and its sponsors) since the first race in 1996”.

Hodge said spacing out the Australian Grand Prix from the Australian Open tennis tournament (which this year ran in February) would benefit sponsors of both events, due to the “increased clear space between the events”.

The slated November slot would have also put the Australian Grand Prix right in the middle of what is usually a quiet period for Australian sport, with football codes both finished for the year and cricket not yet in full swing.

As well as sponsors missing out on the opportunity to capitalise, the expected cancellation of the Australian Grand Prix will come as a blow to 10, which has the rights to the event.

Speaking to B&T last year, 10 chief sales officer Rod Prosser discussed the impact of the cancellation of the 2020 Grand Prix.

“We obviously lost revenue, which was a shame, but of course, we did the right thing by our sponsors and partners and the event didn’t go ahead. So they got their commitments back. That kind of set us up really moving into the other changes that we had to get our heads around,” he said.




Please login with linkedin to comment

Australian Grand Prix

Latest News

AZK Media Launches Customer Catalyst As Demand For Video Content Grows
  • Advertising

AZK Media Launches Customer Catalyst As Demand For Video Content Grows

Technology PR and marketing agency AZK Media, has launched a pure play video-content business called ‘Customer Catalyst’ as demand for premium video content continues to surge. Lead image: Wayne Williams & Azadeh Williams Research shows 64% of businesses see an increase in website conversions from having a customer testimonial video as part of their marketing […]

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
  • Advertising

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

Want your business to become more competitive? Invest in people
  • Opinion

Want your business to become more competitive? Invest in people

Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
  • Marketing

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]