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UGC in Motorsport
higher conversion rates
than non-UGC content
(Emplifi, Q1 2026 Social Media Benchmarks report)
of F1 fans engage
with content daily
(Formula 1 and Motorsport Network, 2025 Global F1 Fan Survey)
more likely to trust a brand
that publishes UGC
(EnTribe, 2023 consumer survey)
Fan content that actually works for you
Motorsport fans are engaged, active and creating content every race weekend.
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.
Types of UGC in motorsport
(and what you're missing out on)
Your fans are already creating content at every race weekend. They're filming from the grandstands, posting from the fan zone, sharing their hospitality experiences and stitching your drivers into trending audio.
Most of it disappears into the feed without ever being used. That is the missed opportunity.
UGC is not one thing. It breaks down into five distinct content types, each with a different job to do across your channels, and each one underused by most teams, series and sponsors in motorsport right now.
Best for audience growth
Race starts, fan zones and trackside atmosphere. With the right system, that content works far harder than it currently does.
Best for organic reach
Memes, edits and fan commentary.
The window after a race is short. Brands that move quickly build the kind of reach and relevance you cannot plan in advance
Best for sponsorship reporting
Reviews, merch and products unboxing. It's already being created. Without a system to find it, it disappears into individual feeds.
Best for data capture
Challenges, polls and competitions Done well, this gives fans a reason to create and come back and builds useful data about your audience.
Best for brand loyalty
Photography, edits and dedicated fan accounts. With the right permissions process, you can use it, credit the people behind it and build real brand depth.
Our UGC Packages
UGC system design
Strategic pre-event work that puts structure in place before race week starts.
- We audit how fans already film, tag and talk about your brand or events
- We map where fan energy naturally sits to help you to utilise existing behaviour
- We design a simple UGC blueprint that is ready to plug and play
- We deliver a practical internal playbook and walk your team through it
Best for: Teams, championships and sponsors who want a clear plan before committing to a bigger activation.
Trackside UGC team
A fully managed UGC operation at the event, so your team can focus on the weekend.
- We curate and manage a small group of creators who fit your event and brand
- We handle rates, contracts, disclosure guidance and briefing
- We're on site to coordinate creators and stay connected to your team
- We monitor fan channels live, surface strong content and feed permitted assets into your channels during the event
Best for: Teams and championships with limited internal capacity who want a managed, end-to-end operation at a specific race.
Remote race week support
Remote support during race week for teams who have someone on site but need strategy, permissions and publishing covered.
- We run a light audit and build a simple run sheet for your on-site team before the weekend
- We set up shared folders and communication channels so assets move quickly
- We monitor platforms live during the event, turn clips into ready-to-post assets and handle permission DMs
- We share a brief summary after the event with what worked and what to change
Best for: Teams and brands who have a content person on the ground but no capacity to manage the strategy and permissions layer on top.
Measurement and wrap
A post-event report that turns a busy weekend of fan content into something useful for sponsors and decision makers.
- We gather and categorise UGC in line with your goals
- We provide clear evidence and stats that demonstrate reach and engagement
- We highlight any trackable commercial actions where that data exists
- We give straightforward recommendations on what to repeat, adjust or drop next time
Best for: Sponsors and rights holders who need to demonstrate the value of fan content beyond screenshots and impressions.
Why Fans Matter
Fans are one of the most credible voices a driver or team can have, and the best ones create content you could never commission yourself. We understand fandom spaces because we have been in them. That gives us a different perspective on what makes a community feel worth showing up to, and what makes people want to create.
We build UGC systems around real fan behaviour, designing prompts, permitted asset frameworks and participation guidelines that make it easy for people to engage safely and inclusively. We measure success on what actually counts: unique creators, content made using permitted assets, and the fan narratives that build organically around your brand.
Thank you
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