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Sponsorship of Team Drivers, Driver appearances, Paddock
Club, Hospitality, Pit Access, Show Car, F1 Tests, F1 Team
factory visits, Grand Prix Balls, etc…
"FedEx came in to F1 in 1996-97 through sponsorship
of the Ferrari Team, their aim to raise their profile,
give brand confidence and credibility, and enhance employee
morale. They fell all goals have been achieved.
(euro business April 2000)"
Formula 1 provides:
- Consistent and global exposure
- Live and then repeat programs
- Family audience
- Reinforces brand awareness every two weeks
- Places you in a high profile, technologically advanced field
The power of Formula 1 as a marketing platform has been
endorsed by the arrival in recent years of BMW, Toyota and
Jaguar. The sport covers 17 races in 13 countries over
five continents. F1 has the ability to deliver a
consistent audience across 206 countries, FIFA only
broadcasts to 188, ATP Tennis to 145 and neither broadcasts
every two weeks. In 1993 Formula 1 had 35 million viewers,
today this figure has exploited to 350 million viewers,
17 times a year.
In short F1 is an extraordinary global
marketing opportunity that exist nowhere else in sport.
No global advertiser could effort to launch a marketing
program to an equivalent global audience, of which half
appear to be prime ABC type people.
One of the key aspects of the rise of F1's importance to
marketers has been the introduction of Paddock club
hospitality. This allows guests, be they buyers,
potential buyers or employees to associate your companies
with Formula 1 whilst enjoying corporate hospitality.
In Paddock Club they meet the drivers, they see behind
the scenes of Formula 1 whilst enjoying the glitz and
glamour that the Formula 1 platform portrays.
Our associates entered Formula 1's sponsorship in
1993 with the Lotus team and since then has steadily
developed its relationships with teams, drivers and s
ponsor. In the 2001 Formula 1 season, for example,
there was sponsorship placements with five Formula 1
teams and two Formula 1 drivers.
Sponsorship placements with teams, drivers or both will
depend on your company strategy, brand awareness
and your
product.
Over the years , our associates have
worked closely with Formula 1 drivers negotiating personal
driver sponsorships, advertorial contracts and or specific
driver appearances and maintain detailed profiles on all
Formula 1 drivers and hence understand which driver would
best market your companies' products or enhance brand
awareness.
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