19 Sep 2013 Pan Delta, a 30,000 strong business event

In recent years, the Pan Delta Super Racing Festival, operated by Zhuhai International Circuit, has increasingly gained fame in the country. Every race weekend, close to 30,000 spectators arrive at the circuit. Is it about the quality of the racing? Apparently not. As a grassroot motorsport event, Pan Delta has maintained its low threshold policy. High level competition is not what it is after, what it really wants to achieve is to ensure its commercial success for all parties involved.

At the beginning of Pan Delta, it has always looked at satisfying the fans' needs. From its promotion, organization to set-up, Pan Delta has never taken its eyes off this goal. Over the past 9 years, Pan Delta has successfully nurtured a steady group of fans who love cars and enjoy what is on offer at the event.

With thousands of potential customers, businesses simply cannot ignore Pan Delta. In the Autumn Race, Ford has decided to use the event to showcase its Focus and Fiesta ST. It also acquired track time so it can allow its guests to take the new cars for a spin around the track.

The Yamaha dealer from Foshan is also at the event to display its products. They claim that from this year onwards, Yamaha will start to import large capacity motorcycles into China. The latest R1 model has only arrived for a month. With so many fans at Pan Delta, this is an ideal platform to market the bike here.

Pan Delta has also arranged a food and beverages street for the fans to satisfy their needs during the event. Each stall's rental is just a symbolic RMB 500 per weekend. Many of Zhuhai's most famous food and drinks outlet simply paid for all three weekends. Fans can taste the best of Zhuhai without leaving the track. Although ZIC does not make any significant profit, it is important that the fans are looked after. The key is that the fans are going to stay on site, thus attracting more FMCG companies, such as Red Bull.

For the Autumn Race, Red Bull has created a kart activity. Any fan that buys two cans of Red Bull will be allowed to drive around the 206m temporary kart track. Over a weekend Red Bull can easily sell over 3,000 cans, not bad business at all.

Reportedly, more than 1,000 VIP tickets were sold before the race weekend. Many participating teams have their own VIP Hospitality rooms for their own guests. But surprisingly, two teams managed to find sponsors for their VIP Hospitality rooms. Pan Delta has simply grown beyond expectations.

The commercial environment is a platform where business partners gain sales and exposure, while fans have fun and get what they want. It is a win-win-win situation for ZIC, its fans and the business partners. In 2014, we can look forward to an even bigger and better events.

Proposed 2014 Pan Delta Super Racing Festival schedule:

• Spring Race 14-16 March
• Summer Race 13-15 June
• Autumn Race 19-21 September