Feature

Reggie Yates talks fandom and culture with AMCF1's Rob Bloom and TikTok's James Rothwell

Presenter, director and actor Reggie Yates took to stage on Sunday at our I / AM GBR event to discuss Formula One fandom and culture in a panel discussion with Aston Martin Cognizant Formula One™ Team Chief Marketing Officer, Rob Bloom and TikTok Head of Marketing, James Rothwell.

The panel shared views on fandom being a celebration of culture, individuality and expression.

Formula One has made significant strides in opening up the sport to fans over recent years – not least through social media and the hugely popular Netflix series, 'Drive to Survive'. The I / AM campaign aims to further unite fans with the team and sport through inviting fans to 'bring their thing' – expressing creativity and storytelling in whatever form in their support of the team.

Rob Bloom said: "Formula One has traditionally faced a proximity challenge between the fans and the team. In recent years, the team, drivers and series have made huge strides forward to bridge that gap. Now, at Aston Martin Cognizant Formula One™ Team, we want to take it one step further by inviting fans in." 

I / AM: Panel Talk

Reggie Yates talks fandom and culture with Rob Bloom and James Rothwell

The panel talk touched on points of creativity, passion and fandom. The I / AM campaign invites fans to 'bring their thing'.

Speaking in reference to the recent Aston Martin Cognizant Formula One™ Team and TikTok partnership announcement, Rob added: "TikTok is built on the foundation of creators, which makes it an ideal platform for fans to express their passion for the team and get as creative as they like."

TikTok's James Rothwell ended the panel discussion, stating, "Fandom is an irrational love of something, but more importantly, it's identity. It shouldn't be exclusive. If you love something you should have access to it."

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