About

Who are you?

I’m Dr Georgia Carroll, and it’s nice to meet you!

I have a PhD in Sociology from the University of Sydney where I studied fan communities and consumption.

I combine my academic background with my decade+ of experience working in publicity, marketing and strategic communications to analyse fan engagement efforts.

I’m a regular media commentator both here in Australia and around the world, and have been featured in outlets such as the BBC, the Washington Post, Billboard, The New York Times, and every major outlet in Australia.

What can we expect?

My focus is on providing deep dives into all things fan engagement in Formula 1. I analyse team newsletters, long-form video, apps, fan club platforms, IRL activations…if it’s directed at everyday fans, I’m interested in the whats, the whys, and the what else could be dones.

I also look at what individual drivers are doing to build their own fan communities, and occasionally look at F1’s own initiatives.

My focus is on the experience of the everyday fan rather than what’s going on for VIPs in hospitality suites, and I’m not interested in partnership announcements until they intersect with fans.

I come at this work from a theoretical perspective grounded in sociology and media studies, as well as an understanding of the reality of marketing and business gained through my professional experience working in related industries.

Are you affiliated with any team or Formula 1 itself?

This newsletter is completely independent. I am not affiliated with any Formula 1 team, the FIA, or Formula 1 itself. While I may have discussions with various teams at various times, my work remains completely independent and 100% my own opinions. Sometimes my personal biases may shine through, but I do all of this for free, so that’s my prerogative. Should I ever collaborate with a team or organisation for a piece of public research, this will be clearly signposted.

Is this another newsletter about sponsorships?

That’s exactly what this is not. While I’ll occasionally discuss sponsorships in terms of their activations, this project focuses on engagement and relationship building between teams and fans. The business side is covered by people interested in business: this is about fandom, community, and connections.

How often can we expect to receive a newsletter?

Ideally, once a week. In reality, it might be a bit less often due to the amount of time it takes to undertake the research and analysis for each edition alongside my full-time job. There will be at least two editions a month, with paid subscribers getting additional access to a bonus monthly newsletter and ad-hoc case studies and reports.

Can we hire you?

Yes! I am available for consultancy work, research assistance, white paper development, as well as speaking opportunities. I have previously spoken at a wide range of conferences including SXSW: Sydney, as well as for a range of organisations including the AFL, Mattel, Dentsu and TEG. If you need someone to help you elevate your fan engagement work, give me a shout!