We are opening an entertainment business - xd motion attraction. Car simulator on a moving platform

XD-Motion is an interactive car racing attraction. This is relatively new look attractions in 5d – 6d format. The idea of ​​the attraction is that a person is placed on a rotating platform in front of a 47-inch screen and the race starts virtual reality. The design of the platform allows you to feel the complexity of the track, feel unevenness, sharp turns, jumps, and so on. The attraction delights everyone without exception, especially children.

To make it more clear, we suggest watching a video of the attraction in action:

The average cost of a ticket to the attraction is 120 rubles for 5 minutes of rental. The minimum price is 100 rubles, and the maximum is 150 rubles. The attraction is capable of attracting crowds of people. It is enough to seat one person, start the simulator and a lot of spectators will gather near the attraction, wanting to appreciate the pleasure of riding XD-Motion.

To start a business using the XD-Motion car simulator, the following sequence of actions is required:

• find a place to install the simulator
• register business activity,
• conclude a lease agreement with the owner of the premises (shopping center administration),
• purchase equipment - XD-Motion simulator,
• find operators to service the simulator.

How much can you really earn on XD-Motion?

On the website, equipment manufacturers write that on weekdays the average capacity of the attraction is 5 people per hour, and on weekends – 10 people per hour. The numbers are, of course, exaggerated. Especially on weekdays. In most shopping centers, traffic on weekdays is very low, so we can’t talk about any 5 clients per hour.

More realistic figures would be 2 people per hour on weekdays and 5 people per hour on weekends. In this case, we will get the following indicators: during 10 hours of operation on weekdays, the attraction will be visited by up to 20 people, and on weekends – 50 people. Thus, about 850 people will visit the attraction in a month, which corresponds to revenue (with a ticket price of 120 rubles) of 102,000 rubles.

From this amount should be subtracted:

• rent 2 sq. m. - 15 thousand rubles;
• salary of 2 operators – 30 thousand rubles;
• UTII (tax) – 5 thousand rubles.

TOTAL – 50 thousand rubles per month.

Accordingly, you can count on a net profit of 52 thousand rubles per month (102 thousand - 50 thousand). The payback for the attraction with such calculations occurs after 12 months of operation.

Room

The most important thing for of this business– it’s about choosing the right room. We need a very high turnover of people who are willing to spend money on entertainment. In this regard, the best places to install XD-Motion will be shopping and entertainment centers. The rental price in such places is the highest (from 5,000 rubles per sq. m.), but only here the attraction can bring the maximum income.

To install the attraction, a small area is required - only 2-3 square meters. m. This allows you to find a place to install an attraction even in those shopping centers where, it would seem, everything has been occupied for a long time. These could be places next to a food court, in gaming areas, near 5D cinemas.

To conclude a rental agreement, please contact the administration. shopping center. Among the documents you will need to have, first of all, a passport, a business registration certificate and documents for the attraction (and, if possible, video materials about the operation of the attraction). Estimated costs for renting premises will range from 15 to 30 thousand rubles per month.

Business registration

To start a business you must register entrepreneurial activity in the local tax service. An individual entrepreneur is registered in just 5 working days from the moment of submitting documents for registration and costs only 800 state rubles. duties. When filling out the registration application, you can indicate the following: OKVED codes:

• 92.33 “Activities of fairs and amusement parks”
• 92.72 “Other activities for organizing recreation and entertainment, not included in other groups”

As a taxation system, the optimal regime will be UTII - under this regime the tax will be minimal (no more than 5 thousand rubles per month). If there is no UTII in your region (for example, in Moscow), then it is advisable to use another special one. mode – simplified tax system. In this case, you pay tax, either 6% of the revenue or 15% of the profit of the attraction (at your discretion).

Start options

Next, all that remains is to purchase equipment - the XD-Motion attraction. The manufacturer offers different options equipment configuration: for 1.02 million rubles, for 970 thousand rubles. and for 680 thousand rubles. The best option We will purchase the cheapest version - XD motion light, because the difference in configuration is not too high (the cheaper version has a slightly different platform and only one screen), and we will pay for the cheaper device faster. Why risk a million when you can risk less?

The only thing you can pay extra for (and the amount is considerable) is for additional equipment with a statistics collection system and a bill acceptor. This will avoid additional personnel costs. In fact, your attraction becomes autonomous. The version with a bill acceptor will cost 160 thousand rubles more.

Business pitfalls

When opening this business, you should pay attention to the following points:

• the population of the city must be at least 200 thousand people: high traffic is important for the attraction, and it cannot be high in small towns, even if it is the most popular shopping center in the city. In addition, the standard of living of the population and its average income should also be taken into account. If you install too low price for a ticket (less than 100 rubles), you will not earn anything;
• Like any entertainment, in 1-2 years this attraction will begin to bore the local population and will no longer generate maximum revenue. You need to be prepared for this and, if possible, change places to install the attraction.

We present to your attention the original and interesting business an idea, the downside of which is large investments and mandatory professional training.

Everyone knows about the specifics of how slot machines work. On average, installing such a machine costs about 8-9 thousand dollars today. The profit from such an installation is not high. For example: we buy an inexpensive racing machine for two people that costs 100 thousand rubles. Two tickets for it will cost 50 rubles (25 rubles for each) - in the end it turns out that for the return on investment you need 2 thousand pairs of riders to pass through your machine. If one race in the game lasts 10 minutes, then you need to spend 20,000 minutes, which equals 13.89 days of work without stopping. If you make a 12-hour workday, you will have to spend approximately 28 days. But it is unlikely that there will be a queue for such a machine - as a rule, their load is about 20 percent, which means 6-7 months. And add other expenses: wages seller, taxes, rent. These numbers are not encouraging at all.

But if you approach the idea from the other side: what do slot machines have that computer racing doesn’t? If you play on a slot machine, you get very real sensations of the game taking place - you feel a turn, a bump with your body, which a computer cannot provide.
The business idea is to hire specialists in slot machines and do the following with them:
1. Attach a computer system unit to the machine, thanks to which you can install different games.
2. Process and improve the games available in it. A standard computer has different gaming devices, which makes it possible to offer interchangeable control panels.
4. For games such as RPGs or action games, all you need are gloves, a virtual helmet, the computer itself and a weapon simulator. All items can be purchased. But the main problem here is not large assortment such games, although there are many programs for creating them. At the first stage you can play without them, when the business becomes popular, there are many creators famous games they will develop their masterpieces with the support of such devices.
5. The most serious problem is their high mobility. No one has yet figured out how to make it possible to jump and run without breaking your helmet and head. You can equip a special room similar to rooms in a madhouse.
6. And the most important thing is developing a strategy. Here you can follow the idea of ​​stimulants, but then from standard computer it won't be much different. You can follow the RPG type, but the strategies will then become completely different.

How to promote such stimulants and make them popular? You can give the opportunity to play online and over the Internet. Of course, difficulties will arise on the existing channels, but we are on the way to Internet 2, which has much greater bandwidth potential.
Such ideas have been implemented more than once in many countries, but have not justified themselves. Nobody is trying yet. That is why it is worth thinking about combining online games and simulators. The idea can be implemented using the replacement method computer clubs for gaming.
The last part, which relates to virtuality in action games or RPGs, can also be implemented when watching feature films. This will be a new fashionable genre, the filming of which will be carried out from the perspective of the participants in the action taking place, and you can switch while watching the movie. The result is an endless variation of awareness and viewing - the educational parameters of such a technology, when you have the opportunity to walk through a dense forest, look at dinosaurs and so on.

Now let’s calculate (approximately) how much investment will be needed to implement this business idea.
1. Purchase of a gaming computer - $700;
2. Two active joysticks – $300;
3. Electric motors to provide pushes, pokes, etc. – $700 apiece;
4. Synchronization board;
5. Game modification software for working with the board;
6. Other (unit shell, wires, reinforcement, etc.).

To provide jerks, a couple of motors in the transverse and longitudinal direction will be enough. As a result, installation of this unit will cost at least $2,500. If you disassemble the board and write the necessary software yourself, then 2-3 thousand dollars will be enough for everything else. So in general you can spend 5-6 thousand dollars. Such a demo unit needs to be patented and used for display to potential investors and buyers, without whom it will be difficult to build a decent business.

A unique project that has no analogues in Russia. The evolution of perfection.

Motorsport Simulator has developed simulators for professional racing drivers and teams, as well as for amateurs who can use the simulator to reduce training costs on real tracks. Motorsport Simulator is the most advanced racing simulator for professionals and amateurs. Motorsport Simulator is created using the same materials as real racing cars. The simulator is able to realistically simulate the sensations of a racing car driver. Simulates the loss and recovery of rear wheel traction (a key component of training racing programs)!

Motorsport Simulator Gives you the opportunity to create an original entertainment project, within which you can hold your own racing tournaments and corporate events. It is possible to convert an existing bar into the Sim Center format and attract a new audience with an original offer.
This is great investment project with good payback rates.

Franchise offer for the Motorsport Simulator car simulator club

IN recent years Racing simulators have become part of the exciting racing world, which brings good profits. Motorsport Simulator offers an attractive investment business opportunity. Due to the fact that we employ highly qualified engineers and have excellent equipment, we are able to build a Sim Center, Energy Bar, Race Bar that will meet the most high requirements and expectations and be used both for your own pleasure and for professional and corporate events. In addition to the physical design of the simulator, we provide complete software: our own website, advertising, promotional materials and vocational training Your staff.

Motorsport Simulator is a completely new and unique business project for an entertainment establishment. This is an excellent format with good payback rates.

Franchisee benefit:

• High profit
• High profitability and payback rate
• High liquidity of investments
• Exclusive to the territory
• The best online racing simulator in the world with amazing features
• Cars designed by the best racing teams
• Officially licensed best tracks in the world
• Trademark, domain, CRM, traffic
• Marketing strategy and clients
• 24/7 customer and technical support

Sim Center Format

• Area: from 100 sq. m
• Cost per hour: 3,000 rubles
• Number of hours per day: 5 hours
• Investment amount: from 16,000,000 rubles
• Payback period: 20 months
• Revenue per year: from 16,200,000 rubles
• Average monthly profit: from 800,000 rubles
• Return on investment: 134.98%

Lump sum fee: 1,000,000 rubles

• Turnkey business
• Business Guide
• All standards of service and work in the form of a guide for the work of franchisees
• Brand book
• Personnel training and certification
• Typical design project
• Automatic updates software and free services
• Officially licensed cars that are developed with the help of the best racing teams in the world
• Officially licensed, scanned replicas of the world's best circuits
• Officially approved racing system
• Customer support
• Single site
• Marketing strategy

What is included in the investment:

• Unique equipment and software
• Renting premises
• Repair
• Furniture and specialized equipment
• Departure of personnel to set up equipment
• Logistics simulator
• Costs for starting Marketing and PR

Send a request

Energy bar format

This is an innovative project for those who have a place in a retail or entertainment center. A completely new and unique format.

You will need

• Simulator: 1 piece
• Area: from 40 sq. m
• Staff: 1 person
• Investments: from 5.5 million rubles

Race bar format

RACE BAR is an excellent investment project with quick payback and great opportunities. You make money from renting simulators, selling drinks and food, holding corporate events and organizing competitions.

You will need

• Simulator: from 2 pcs.
• Area: from 100 sq. m
• Staff: from 5 people
• Investments: from 11 million rubles

Success stories of the Motorsport Simulator car simulator club

Motorsport Simulator was founded to create simulators for professional racing drivers and teams, but also for amateur racing drivers who can use our simulator to reduce training costs on real tracks. There are also simulators for individuals and sim racing enthusiasts who want the most realistic racing experience possible.

We ourselves, fans of motorsports and racing competitions, have been specifically engaged in sim racing for more than ten years. Individually or as a team, we have received many awards not only in Czech, but also in international leagues and championships. Therefore, we decided to use all our skills and knowledge to create a professional simulator. Our goal is to provide the most realistic experience possible, comparable to that of a real race car driver. Each of our simulator components has been tested and meets the high requirements that we have set. We are ready to build a simulator according to your specifications and taking into account your wishes.

We also provide innovation system to train riders, which aims to improve memory of each route, as well as improve driving skills, using the most advanced simulation technology. If you are interested in renting our simulator for any of your corporate events, team building, events, exhibitions and presentations, we are ready to help you with this.

Send a request

website on the eve of the Russian Autosport Show, which will be held on October 13-14 at the Moscow Raceway, together with the Forum organizers, we continue a series of materials devoted to business in motorsport.

Today we will talk about how much it costs to build Russia’s first modern racing track that meets international standards, and whether it is possible to make such an “event” a profitable business.

When you are the first to do something, there is a chance that the project will take off, since it will be the only one on the market, but at the same time, the absence of competently trained specialists (there have never been professional racing tracks in Russia) can put the entire business at risk. It’s not for nothing that they say that personnel decides a lot.

“There was nothing in Russia. We skated at part of the Kirov Stadium in St. Petersburg, on Khodynskoye Field, but this is an old airfield, not suitable for racing. Then we went to Tolyatti, there was a wonderful track there, but on city roads. It was the beginning of the 2000s, and Russian circuit motorsport virtually did not exist,” says Moscow Raceway owner Rustem Teregulov.

Therefore, I and my like-minded people simply wanted to create a worthy sports facility. The second reason for the construction of the autodrome, despite the low profitability of the project, is investment: we expected that we would receive 2-4% per annum from the invested funds.”

It turns out that the payback period for the Moscow region track, which has already hosted many international series on its asphalt, is 30-50 years. Five years have passed since the opening, which means we can sum up interim results.

So, the Moscow Raceway was opened in 2012, and 5 billion rubles were spent on the construction of the track and all the surrounding buildings and structures - a considerable amount, but more than optimal for a facility of this level of complexity.

The issue of current payback was raised from the first day of the autodrome’s operation, since any business should be involved in optimizing costs and increasing income, and Moscow Raceway is a commercial project, built and operating without any financial support from the state.

1. Consumable part

The annual expenses for the operation of the autodrome amount to 120 million rubles, including taxes. This amount does not include the costs of holding international championships.

The race track itself is a large facility that requires funds to maintain in appropriate condition. For example, for all those special electronics systems, without which Moscow Raceway would not be a race track of the highest international level.

There are also costs for medical teams, additional technical equipment and much more.

Do not forget that the most important part of the circuit is the track, the surface of which requires preparation for the season, as well as for the championship stages. Everything here is non-standard, right down to the paint. And all the specific sports parts of the track are expensive.

2. Revenue part

In the first years of its operation, the circuit operated strictly according to the season - that is, from the beginning of April to the end of October. Naturally, this left an imprint on financial results. In the last two years, the situation has changed: in the winter of 2016, the Porsche company organized its bright holiday – the Porsche Festival – several times, and in the winter of 2017, the occupancy of the circuit was almost equal to the seasonal level – events and training courses were held by several automakers.

Work on the track load is ongoing. For example, this year additional track days were introduced according to the Sprint configuration (previously it was only on Super Sprint). This made it possible to provide the track simultaneously for two different events. An increase in the number of track days in the calendar leads to a gradual increase in the audience of the circuit, and also makes motorsport a more familiar and understandable way of spending leisure time. Moreover, signing up for track days is not difficult. Everything can be done online on the track website.

In 2015, a Porsche Driving Center appeared at the autodrome - this became a new stage in the development of relations between the Porsche brand and Moscow Raceway. Financial side Both parties are satisfied with the cooperation, all investments have brought results.

So, to summarize the discussion about income and expenses, the autodrome is operationally profitable and even makes a profit. But even the current state of the business will not soon, and perhaps never, recoup the investment in construction.

Rustem Teregulov hopes that sooner or later the lands around the circuit, which are on free sale, will be of interest to investors, and this will partially offset the costs of constructing the Moscow Raceway.

Image story

It would be wrong not to mention the costs and income associated with holding international championships. Of course, holding large-scale events requires not only of the highest qualifications all employees, but also attracting external resources. The sports part of the championships, the spectator infrastructure, and meeting the needs of the series on the territory of the circuit are also the expenses of the circuit.

And, of course, the promoter’s contribution for holding the championship - this part can be zero, or it can be very impressive and greatly influence the final financial result.

For Moscow Raceway, for example, all international events that the circuit held as a promoter and organizer were profitable. The exception is DTM.

Income from international events, as well as the size of the contribution, depend on the terms of each specific contract. If the race track has the opportunity to attract sponsors and partners, then this greatly improves the financial situation. The rest of the income consists of funds from the sale of tickets (regular and VIP), as well as proceeds from the rental of VIP boxes.

You can learn more about this and much more from representatives of Moscow Raceway, which will host the Russian Autosport Show on October 13-14.

To hold the Grand Prix in a new country for the championship, the local promoter must reach an agreement with the Formula One group. In 2014, the F1 Championship visited 19 countries, including Russia for the first time. According to the organizers, all 55 thousand tickets were sold for the first Sochi Grand Prix, and including the guests, about 65 thousand people were at the circuit at the same time, Vice-Governor of the Krasnodar Territory Alexander Saurin told the R-Sport agency.

The race in Sochi was presented from the very beginning as a matter of national importance. In the fall of 2010, Vladimir Putin, Deputy Prime Minister Dmitry Kozak, Krasnodar Governor Alexander Tkachev, as well as LUKOIL President Vagit Alekperov, Basel General Director Oleg Deripaska, and the head of Russian Technologies came to sign a contract with the President and CEO of Formula One Management (FOM) Bernie Ecclestone » Sergei Chemezov and the then general director of MegaFon Sergei Soldatenkov. It was assumed that all these companies would join the capital of the special management company(it was planned to be created about a year before the race), which will organize and conduct the Grand Prix, and at the same time participate in paying for the event.

State project

But participation big business plans did not progress further: the contract with Ecclestone for the right to host the Russian Grand Prix from 2014 to 2020 was signed by Mikhail Kapirulin, CEO of the Technology Transfer Center construction complex Krasnodar region "Omega". It's open joint stock company, the sole owner of which is the regional administration, and thus became the local promoter of the F1 stage in Russia. Money for Omega to pay FOM for the right to host the race was allocated from the budget of the Krasnodar Territory.

This amount has never been disclosed: Sergei Vorobyov, deputy general director of Omega, refused to disclose it to RBC magazine, citing a confidentiality agreement with FOM. Vedomosti's source in the government apparatus said in 2010 that the annual payment would exceed $40 million, that is, at least $280 million over seven years, and Kommersant, citing unnamed sources, reported $59 million in the first year and an increase in this amount by 10 % annually, that is, almost $560 million.

These are not all expenses: for the race in Sochi they decided to build a so-called city route - most of it was supposed to be on roads public use, which still had to be built for the Olympics around the Olympic venues in Adler. This is cheaper than building a separate race track, explained the participants in the preparation of the agreement in 2010. Construction will cost $200 million, Tkachev said then. Omega also took over its organization.

The architectural bureau Tilke GmbH was involved in the design, whose co-owner Hermann Tilke designed most of the modern “formula” tracks. In an interview with Vedomosti in 2012, Tilke said: “They usually come to us and say: “We want an F1 track.” Tilke Bureau prepares the project, the local customer selects the construction contractor.

At first, the general contractor for the construction of the Sochi highway was the Inzhtransstroy corporation, which built 14 Olympic facilities in Sochi, including the road from Krasnaya Polyana and the Main Media Center. But in March 2014, the corporation announced liquidation due to “serious disagreements” over the cost of Olympic facilities. The Krasnodar company Stroy International completed construction.

Construction turned out to be noticeably more expensive than the $200 million that Tkachev spoke about in 2010. According to the government procurement database, the amount of the Stroy International government contract is a little more than 6 billion rubles, and the contract of Inzhtransstroy, which started construction, is another 4.7 billion rubles, Vedomosti wrote. The head of the Omega directorate for the construction of the route, Gennady Saenko, told Vedomosti in October 2013 that the project for the construction of the route was submitted to the Glavgosexpertiza of Russia with an estimate of approximately 11 billion rubles.

Finally, having paid FOM and organized the infrastructure, the local promoter must also spend money on holding the event (expenses for beautiful girls, carrying out signs with pilot numbers before the start, and security service, star concerts, etc.). The costs of holding the stage in Sochi, according to Sports Minister Vitaly Mutko, amounted to 1.2 billion rubles.

Income apart

The earnings of the Formula One group do not end with contributions from the organizers of the Grand Prix: at new circuits, including in Sochi, the company receives money from all advertising placed in the area where the F1 stage is held, which is seen by visitors to the circuit and a television audience measured in hundreds of millions Human. The local promoter does not have the right to directly advertise its sponsors here and does not receive a share of the revenue from advertising placed by the championship host, says Vorobiev.

Many Grands Prix and the circuits where they are held have title sponsors: for example, the Australian Grand Prix, which kicks off the season, is sponsored by Rolex, the Chinese Grand Prix by UBS, the Belgian Grand Prix by Shell, and the season finale by Shell. Abu Dhabi Grand Prix - Etihad Airways. Negotiations on long-term, including title sponsorship of the Sochi Grand Prix, are ongoing with a number of large Russian and foreign companies, notes Sergei Vorobiev. Will a Russian company make money if such a sponsor appears? “[The promoter] has the right to represent national sponsors of F1 on mutually beneficial terms,” Vorobiev answered evasively.

Finally, the Formula One group makes money from VIP hospitality programs. During the Grand Prix, boxes are occupied not only by show business stars, but also by members of royal families, a good half of the Forbes list participants and heads of major companies. Evgeny Kaspersky describes the composition of the audience in the boxes in two words: “Everyone is there.” In Sochi, Igor Sechin and Pirelli Chairman of the Board Marco Tronchetti Provera watched the Grand Prix from the VIP areas. The official F1 hospitality area, the Formula One Paddock Club, is run by a company that is also part of the Formula One group.

From advertising at racetracks and in the Paddock Club, the Formula One group can earn more than $300 million a year - this is the group's third-largest source of income after contributions from local organizers and the sale of TV rights (Formula Money estimate). The owner of the rights to the championship also takes other income: for example, the rent that sponsors of teams and F1 itself pay for the right to place pavilions for ordinary spectators in the amusement park on the territory of the circuit.

What remains for the local promoter? Income from the sale of tickets, its own VIP hospitality area and its own paraphernalia - the trade in official “formula” and team paraphernalia is also controlled by the Formula One group. Did Omega gain a lot? “Today we have already received 800 million rubles. income,” Mutko reported on race day. Most of this amount comes from ticket sales. Among other sources of income, according to Vorobyov, are the distribution of clothing and souvenirs, intermediary services in renting transport and accommodation of guests, direct income from hotels: Omega owns hotel complexes“Velvet Seasons” (8953 rooms, one of the largest in Sochi) and Tulip Inn (324 rooms).

Image is everything

If FOM is so reluctant to share revenues, why are more and more countries lining up for the right to host the world's most expensive motor racing event? This is a significant image event, and besides, holding the Grand Prix has a great economic importance for the city itself and the country as a whole, says Nigel Geach, senior motorsport and motorsport consultant consulting company Repucom. “Visitors stay in hotels, spend time in cafes and restaurants, and use the transport infrastructure,” he lists. As a result, cities earn between $100 million and $500 million.

Over the past six years, the Singapore Grand Prix, which has been held in its current form since 2008, has been watched by more than 500 million people on television, and this has “helped show Singapore to a global audience as a beautiful, vibrant and attractive place to visit,” Jean Ng explained to RBC. Director of Sports Events at the government-owned Singapore Tourism Board. “From the outset, we wanted to create a memorable and outstanding event that would attract the largest crowd of any sporting event ever staged here,” says Fiona Smith, spokesperson for Singapore GP Pte, the family-owned promoter of the Singapore Grand Prix. billionaire Ong Beng Seng, whose business is related to hotels and the entertainment industry).

The Grand Prix, according to Jin Ng, has made a significant contribution to increasing Singapore's tourism income: the city-state now earns about $120 million a year from it. The Grand Prix costs about the same amount each year, says Fiona Smith. 60% of this amount is covered by the Singapore government. Shops, restaurants, hotels and even museums in Singapore are preparing for this event: they display mannequins dressed in clothes with racing symbols in their windows, race-themed dishes and drinks appear on restaurant menus, and television broadcasts can be watched in almost every bar. The Singapore Grand Prix is ​​one of the most eventful with concerts, shows and parties. In 2014, Jennifer Lopez, Robbie Williams, John Legend, Pet Shop Boys and Ziggy Marley performed here.

Sochi Autodrom should reach operating breakeven in 2015, Omega expects

At the Sochi race there was only one world-class star - Lenny Kravitz gave a concert, and there were almost no special offers from private companies for race visitors in the city, except for discounted tickets to the amusement park next to the track. In 2015, Omega promises to collect all special offers into a “comprehensive tourism product for various categories spectators."

Sergei Vorobyov and regional officials assure that “racing history” is needed not only for the image of Sochi. “We told everyone from the very beginning that this was a commercial event. We have entered into a commercial contract and, having done so, we rely only on commercial success", said Vice-Governor Saurin after the Grand Prix. About the exact scale economic effect the promoter and regional authorities have not yet reported.

The autodrome should reach operating break-even based on the results of the first year of operation, in the second half of 2015: due to corporate events, amateur racing series, the work of emergency driving schools and even the Russian Triathlon Cup stage.

At the time of the Sochi Grand Prix, Russia was one of only three countries to compete in F1 - not only with its own race, but also a team and driver. However, at the end of October, businessman Andrei Cheglakov announced the cessation of support for the Marussia team, which competed under the Russian flag - its debts by that time already amounted to £30 million. external control: She didn’t have enough money to finish the season. Now only Germany and Great Britain have “full house”.

Dear “stables”

Ferrari, which Kaspersky dreams of winning, has won the Constructors' Championship more often than any other team in history, although the last time was in 2008. This does not prevent it from being the highest-budget team in the championship. For the 2014 season, Ferrari has a budget of almost $314.7 million, according to the Black Book. The budget of 2013 champion Infiniti Red Bull Racing (RBR) is $269.35 million, and the budget of 2014 champion Mercedes is $250. 6 million, according to Black Book calculations.

“All teams have only two sources of money - sponsors and FOM [the company pays teams part of the income from television broadcasts at the end of the season depending on their place],” Franz Tost, team leader of Scuderia Toro Rosso (STR), tells RBC (interview with Read Frank Toast). Among the goods and services represented by several hundred sponsors of F1 teams, literally everything - from shampoos, shoes, mobile phones and hours to gas stations, hotels and financial services.

Most teams and sponsors do not disclose budgets and contracts, and analyst estimates vary markedly. But according to Black Book, the largest sponsorship contract in F1 is with Red Bull: the Austrian energy drink maker owns the RBR team and can pay it $110 million a year in sponsorship fees (it can pay another $50 million to the second team it owns, STR).

“Of course, [a sponsorship contract] €30 million or €40 million is a lot of money,” admits Franz Tost. - But if you remember that we're talking about about almost the whole world and that 5 seconds of advertising on TV in the evening will cost you €20-30 thousand, and then remember that usually when advertising starts on TV, you switch to another channel... In any case, I always do that! But if you’re watching an F1 race or a football match, you definitely don’t switch!”

The brands most often featured on TV are personal care brands, says Repucom's Nigel Geach. For example, those owned by Rexona and Clear (Unilever) or Gillette (Procter & Gamble). Other traditional sponsors include Shell, Santander, SAP, Petronas, Infiniti, Rolex and DHL (the latter two sponsoring F1 itself rather than individual teams).

The largest sponsors shell out tens of millions of dollars a year for the right to place their logo on the car, pilot overalls and team uniforms. One large logo on the rear wing, air intake or side pontoons of a car from one of the leading teams can cost a sponsor at least $25 million, industry publication Formula Money estimated. “Different positions on the car provide different [marketing] returns,” explains Christian Horner, Team Principal of Infiniti Red Bull Racing. “We analyze which places get more impressions on TV, print media, and social networks.”

To run a season requires a lot of money: for example, a team of the STR level needs about €150 million for the season, says Franz Tost. Based on this amount, the team decides how much it will cost sponsors to cooperate with it. “The most expensive place for advertising is on the monocoque, it’s €45-50 million, next to the engine - about €40 million,” says Franz Tost, stipulating that the amounts vary depending on the team and in the top ones they are “much higher.”

Why do advertisers shell out tens of millions of dollars every year? F1's global television audience now stands at around 1.6 billion viewers a year, says Nigel Geach. This is comparable to the audience of the World Cup or the Olympic Games. But given that F1 is 19 races annually, it turns out that it is watched more than football and the Olympics, continues Geach.

Races take place at regular intervals, approximately once every two weeks, nine months a year. “We start in Melbourne, Australia, then move to Malaysia, then to China, return to Europe, then go to Canada, from Canada again to Europe, then to Singapore, Japan, now we have flown to Russia, from Russia we will fly to Brazil, then - Abu Dhabi. As you can see, F1 covers almost the entire world,” says Franz Tost.

“Race and sell!”

Kaspersky recalls that Richard Branson infected him with a love for F1 by inviting him to one of the Grand Prix: in 2009, Virgin Group bought the team, but already in next year sold. Kaspersky Lab has been cooperating with Ferrari since 2010, starting with the sponsorship of Ferrari AF Corse at the Le Mans series and the status of the official supplier of the Scuderia Ferrari team at the F1 races, and this is the longest and perhaps the most successful “performance” from a marketing point of view » Russian company in Formula 1. Since the early 2000s, Gazprom, Sibur, Russian Helicopters, AvtoVAZ, Aeroflot, MTS, MegaFon and several other companies have become sponsors of F1 teams - most of these partnerships do not last longer than one season lasted.

When Kaspersky Lab itself was preparing to cooperate with the Italians, many of its managers were skeptical about the idea, Kaspersky recalls: “Ferrari? For what? Cool, of course, but what to do with it?!” But then the company learned to use contract opportunities in marketing.

This season, the Kaspersky Lab logo is located on helmets, overalls and team uniforms of pilots, as well as on the nose cone of Ferrari cars, and from the Russian Grand Prix - on the upper edge of the steering wheel. But besides this, the company also takes advantage of other opportunities. So, at each Grand Prix she rents VIP boxes - many meetings “slowly develop into contracts”, and also organizes off-site racing events on tracks with the participation of Ferrari for partners and employees. In 2011, the company “brought” Ferrari to the Moscow City Racing show, and in 2012 it released a special series, Kaspersky Internet Security Special Ferrari Edition, which included a racing simulator with a training course and the opportunity to participate in a pilot competition - up to real racing competitions. “When we started cooperation, we were just suppliers, for which we had “access to the body,” but there weren’t even any logos. Since last year, Ferrari itself has been using our system to protect the IT infrastructure at the head office,” says Evgeniy Kaspersky.

With the advent of its own race and the successful driver Daniil Kvyat, Russia will experience a boom in interest in F1, F1 team leaders are confident

What is the effect of all this? “It is impossible to measure the direct impact on sales,” admits Managing Director of Kaspersky Lab in Europe Alexander Moiseev. “But in Europe during this time, awareness of our brand has increased by one and a half times and, due to partner events, continues to grow very noticeably.” Black Book estimates the monetary part of the Russian company’s contract with Ferrari at $2 million. Kaspersky smiles skeptically in response: “The figure is completely different” - and refuses to comment.

Russian retailer Dixie, which signed a sponsorship agreement with RBR in 2014 for three days of the first racing weekend in Sochi, raffled off a trip to Sochi at the competition. “The main buyers of our stores are women over 35 years old. With the help of F1, we wanted to try to expand the audience, attract men, younger people,” says company representative Ekaterina Kumanina. The result, she said, “is there, but has not yet been evaluated in numbers.”

At the Sochi Autodrome, entertainment for ordinary visitors outside the VIP zone was provided by Unilever, Philip Morris and Mercedes. “In the “brand village”, oddly enough, there were very few tents and events of other brands, and entertainment program was limited,” says a spokesman for Unilever (its Clear and Rexona Men brands sponsor the Lotus team). The company brought the official Lotus racing simulator, organized a sampling of its products and a question-and-answer video session with the participation of pilots Romain Grosjean and Pastor Maldonado (1.15 million people watched it on YouTube and other video services by mid-November).

“You know the saying: “Race on Sunday, sell on Monday”? This is the F1 philosophy. But if it’s “Win ​​on Sunday, sell on Monday” - even better!” - says Franz Tost from STR. He gives the example of Red Bull sales in Germany: “I remember three weeks after Vettel won the first race, the head of Red Bull Germany called me and said: “Franz, you may not believe it, but now we are selling a lot more! »

In the early 1990s, recalls Franz Tost, the situation in Germany was completely different: “There wasn’t really F1 there, they didn’t even show these races!” “Then [Michael] Schumacher came along and started winning races - and now Germany is one of the main markets for Formula 1! Before the Spaniards had Alonso, there was nothing in Spain. But now they have millions of F1 viewers!” - he reminds. In Russia, Franz Tost is convinced, the same thing will happen in the near future.

Does this mean that with the advent of the Russian Grand Prix and a successful Russian driver, Russian sponsors will come to F1? “Russia is a big market and a strong economy... So hopefully the time has come,” says Christian Horner. Companies for which promotion in foreign markets is important can afford to sponsor F1, Kaspersky reminds: “But have you seen many, for example, Russian gas stations abroad?”

CEO and co-owner of the Formula One group Bernard Charles Ecclestone

The CEO and co-owner of the Formula One Group, Bernard Charles Ecclestone, was born in the English county of Suffolk on October 28, 1930. At the age of 15, he became interested in motorcycle racing, but a year later he had a serious accident. In 1946, he began buying and selling motorcycles and spare parts for them. In the early 1950s, writes Tom Bauer in the book “Formula 1”, Ecclestone began performing as a racing driver, but in 1953, on the track, his car collided with another, broke through the fence and flew towards the audience. After this, he decided to devote himself to business.

In 1958, he bought three cars from the bankrupt Connaught team. That same year, one of its pilots was involved in a fatal accident. Ecclestone sold the cars and went back to trading cars and real estate. In 1965 he returned to the world of motorsport, becoming the manager of driver Jochen Rindt - five years later he died in an accident.

A year later, Ecclestone bought the Brabham team for £130, as the owner of which he laid the foundations for the commercialization of Formula 1. First, he invited members of the F1 Constructors Association (FOCA), created by British teams, to unite in negotiations with racing circuits. Previously, each team negotiated the amount of the fee with the track owners, usually receiving no more than a few hundred pounds. Ecclestone convinced the teams to give him the right to agree on fees for everyone, and then all other issues.

In 1975, he included a clause in contracts with racing circuits on the transfer of rights to F1 television broadcasts to FOCA. At the same time, the confrontation between Ecclestone and International Federation motor sport (FISA) - due to disputes about the rules of the championship and the distribution of payments for participation in it. The conflict was resolved by the signing in 1981 of the first Agreement of Concord between the Fédération Internationale de l'Automobile (FIA, its division was FISA) and the F1 teams and administration. It fixed the rights of teams to participate in the distribution of racing revenues, FOCA rights to television broadcasts and a number of other aspects. In 1982, Ecclestone, on behalf of FOCA, signed a contract with the European Broadcasting Union (EBU) for the first time to broadcast the championship, with the obligation that television companies would show the entire race. 
 Thus, advertising cars and billboards on the tracks received two hours of guaranteed TV time.

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