Structuring a Formula 1 Sponsorship to Achieve a Win-Win – For the racing team and sponsor

CLIENT

A high profile energy company signed up to sponsor a legendary brand name in Formula 1 motor racing. The partnership was to be long-term and began at a point where the F1 team had been performing poorly.

PROBLEM

The F1 team needed a high profile campaign to say to the F1 circuit: ‘we’re back.’ The energy brand wanted to promote performance of its fuels and oils in this high profile sport while communicating the business value of sponsorship to employees.

OPPORTUNITY

A First Principles consultant worked with both companies to develop a best practice ‘bible’ of marketing guidelines. The guidelines supported both companies’ objectives of promoting their respective brands in global markets.  

DELIVERABLES

The guidelines updated energy company employees on:

• consistency in marketing the brand to global standards
• technical information on the sport’s global racing tracks
• previous F1 sponsorship and successes with other racing teams.

The guidelines were supported by interviews with the F1 team’s famous driver, who later went on to set new records in F1 championships.

There was close cooperation between the F1 team and the energy brand’s laboratory team testing oils and fuels at every F1 race.

RESULTS

Both companies continue to attract global recognition for performance and glamour among their peers. 

Sales of the energy company fuels used in F1 racing continue to grow, despite selling at premium prices. Perceptions of F1-style performance in customer motoring have created a commercial bottom line benefit. Meanwhile, energy company employees have become aware of the benefits of this high profile sponsorship.