Arrow McLaren IndyCar Fan Experience
The 7th Annual Awards
- Best New Fan Experience
ABOUT THIS ENTRY
Arrow McLaren joined the NTT INDYCAR SERIES in 2020. Since then, the social and digital media team has prioritized creating a welcoming and interactive experience for international fans joining as a 'McLaren Racing' fan or a racing fan in general.
How does this represent "Excellence in Engagement"?
Arrow McLaren has established itself as a benchmark among NTT INDYCAR SERIES teams, carrying the unique opportunity and responsibility of often being the first point of contact for new fans entering the sport, not just those discovering our drivers or team.
This sets the standard for what is possible within our sport, and how we want to drive growth in our sport along with engagement once fans do become interested and invested.
Objective
This past year, our department established our own direct mission statement that embodies our purpose and aspirations: “Bring excitement and joy to our people and our fans to win together, on and off the track.” This guiding principle has been the foundation of our social and digital media strategy, ensuring that every piece of content reflects who we are and what we strive to achieve.
As part of the McLaren Racing brand, we’ve been deliberate in creating a visual and narrative identity that aligns with the prestigious global organization, while also carving out our own unique voice. We aim to be more than a race team; our goal is to build an interactive and engaged community that feels like an extension of our family. By balancing the sleek and sophisticated feel of McLaren with the grit, determination, and passion of our Indianapolis-based team, we’ve created a presence that resonates both on and off the track.
Through this approach, our platform ensures that all individuals can feel they are a part of our journey and can celebrate every success together.
Strategy & Execution
Motorsports has seen remarkable growth in the United States in recent years, and Arrow McLaren has embraced this momentum in a thoughtful and sustainable way. We recognize that many of our fans are new to the team and may first connect with us through social or digital media before transitioning to watching a race. This presents a unique opportunity - and responsibility - to integrate them in becoming part of our journey in the most authentic way possible.
Our goal is to create engaging content and provide accessible resources to help new fans seamlessly jump into the world of motorsport, equipping them with a clear understanding of what happens on and off the track. We aim to showcase who we are as a team: a professional, results-focused organization that is driven by determination and improvement, while also leaning into the light-hearted, fun aspect of our drivers and team.
By sharing candid glimpses into the highs and lows of racing, including heartbreaking near-wins like Pato O’Ward’s runner-up finish at this year’s Indy 500, we invite fans to experience the human side of motorsports. It’s about building an authentic connection, ensuring fans feel part of the ride as we chase our goals together.
Organizations
- Arrow McLaren IndyCar Team
Links
Featured
- Pato O'Ward
- Christian Lundgaard and Nolan Siegel along with Team Principal and recently retired driver/Indy 500 winner Tony Kanaan
- Arrow McLaren launched the inaugural influencer program in the sport designed to broaden its audience attract new fans and leverage diverse voices to engage individuals and welcome them into both the team and the racetrack experience.
Credits
Lauren Gaudion
VP, Marketing & Communications
McLaren Racing (Arrow McLaren)
Krystol Smith
Specialist, Social Media
McLaren Racing (Arrow McLaren)
Jarrett DeHetre
Video Producer
McLaren Racing (Arrow McLaren)
Alex Kryah
Specialist, Communications
McLaren Racing (Arrow McLaren)
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
