Michael Schumaker in a South kit lives rent free in my head. How did this happen? Why did this happen? How can it happen again? This sporting cross over happened in 2001, when ahead of the Grand Prix, the racing legend trained with South and gave us this unique global cross promotional moment.

It is unlikely we would ever see this happen today, but not impossible. Since 2001, the F1 has risen in popularity thanks in part to its successful Netflix documentary, while South’s popularity has fallen and the club no longer plays in the top Australian football competition. However, despite the disparity in brand recognition, the Grand Prix at Albert Park presents South with fun and valuable marketing opportunities!

South can expose itself to F1’s global audience by offering an opportunity to create cross promotional social media content. This could involve F1 drivers, or even support staff. Football challenges or even a practice match on Lakeside would probably be welcomed by the F1 organisation.

South can expose itself to Grand Prix attendees by offering access to the social club on race weekend. The Lakeside Stadium grand stand could even be used as additional seating or to host supporting events.

Turning inwards, the Grand Prix offers South a fun way to engage with members. The club and its community are massively inconvenienced by the Grand Prix – surely the club could secure race weekend passes which could be distributed or raffled off to members. Even something as simple as Grand Prix themed social media content would be a good way to tie the club to the race weekend.

Each year the Grand Prix makes Albert Park inaccessible, which is a massive inconvenience to the club. Maybe it’s time the club tries to make something positive out of this situation instead.