MIA seeks funding to boost motorsport audiences


The Motorsport Industry Association (MIA), based at Stoneleigh Park Warwickshire, wants to bring the motorsport and high-performance engineering industry together with successful UK creative companies to better use R&D solutions and data engineering to deliver increased Motorsport audiences.

The MIA will aim to bid for Government Industrial Strategy funding in order to attract new, young, tech-savvy digital audiences in significant numbers to enjoy motorsport.

This opportunity, which has the potential of a £33 million Challenge Fund, will encourage innovative UK businesses and researchers to develop new Virtual Reality (VR) and Augmented Reality (AR) products, services and experiences which will capture the world’s attention and position the UK as the global leader in immersive technologies.

Chris Aylett, CEO of the MIA, said: “Motorsport has more technology and data than any other sport on the planet and, by working with successful creative companies, we can capture new audiences and generate more sponsorship and partners to mutual benefit. This government fund is the perfect ‘pump primer’ to make things change and, with its help, the MIA is determined to put motorsport at the front of the sports audience grid.”