Fan content that actually works for you

Fans are already filming, posting and sharing content about your race weekend without being asked. The question is whether you have a system to channel that behaviour and make it work harder, or whether it is just disappearing into a feed.

‍User-generated content, UGC for short, is any content created by fans, is one of the most valuable assets in motorsport marketing. The truth is, fans are already filming, posting and sharing content about the race weekend without being asked.

But have you considered a way to channel that behaviour and make an impact with it? Or is it just disappearing into a feed never to be seen again?

At 115 Degrees, we help drivers, teams and motorsport brands build the frameworks to generate UGC deliberately, use it responsibly and turn it into something meaningful for fans and quantifiable for sponsors.

What UGC actually means in motorsport

UGC is any content created by fans that features a driver, team, brand or event. In motorsport, that can mean far more than the obvious race-day clip.

• Moment / Track atmosphere – Best for reach and hype.
• Performance / Onboards and data – Best for credibility.
• ‍Reaction / Duets and stitches – Best for cultural relevance and comment volume.‍
• Proof / Reviews and unboxings – Best for conversion and retargeting.‍
• Participation / Challenges and polls – Best for data capture and repeat engagement.

Each type serves a different purpose, and a well-built UGC strategy uses all of them in combination rather than treating any single repost as a strategy in itself.

Why UGC matters

The teams and brands that get the most from UGC are not always the ones with the biggest budgets. The difference is usually structure, not scale.

Fans already create content because they want to show they were there, share their point of view and relive the moment. That behaviour exists whether someone is watching from Silverstone hospitality or trackside at a Formula Regional round.

• For championships, UGC can be a first touchpoint for new audiences.
• For teams, it helps show an active fanbase that sponsors can see and understand.
• For brands, it gives context to activations, products and hospitality that polished campaign assets do not always capture.

Without a system to collect, permission and use that content, most of its value is left on the table.

What you actually get out of UGC

A well-run UGC programme gives you a consistent flow of credible, fan-created content that costs a fraction of a production shoot and reaches audiences your owned channels cannot always access.

You are making it easier for fans to create content that is useful to your wider marketing.

UGC for teams and championships

Structured UGC gives you a steady flow of real fan content that reflects the race weekend from the outside in. It extends reach beyond your own channels and creates the kind of engagement data that supports commercial conversations.

UGC for brands and sponsors

Fan-created content showing your logo, product or activation in context often carries more weight than polished brand output alone. It can support retargeting, strengthen landing pages and add a more credible proof layer to hospitality and product sales.

How we can help convert your UGC

We help motorsport teams, championships, brands and sponsors build UGC systems that make sense in the real world.

Whether you're looking for a full plan from the start or need help turning it into something more structured and more valuable.

Our team can help with a UGC approach that feels credible, practical and built for motorsport.