In Sport Sponsorship

In many articles of this blog we have attempted to answer the question “how much does sponsorship cost…? This is a key question when we face a sponsorship project in a company, and it is one of the first questions that is asked to sport marketing agencies such as ours.

Today we want to deal with the cost of the sponsorships in the Formula 1 environment. The Formula 1 championship has always been one of most interesting activities for those who study sports marketing and it is also a common case study in the sponsorship world. In fact, it is from Formula 1 that the concept of modern sport sponsorship developed, and it is here that we can still find the most surprising advancements of the discipline.

Such as MotoGP, also F1 is a sport with planetary visibility, and it has the extraordinary (and very rare) characteristic of being an mobile communication platform: every 7 or 15 days the circus goes to a different country, bringing the possibility of engagement on site, hospitality opportunities etc…

The common belief is that the pinnacle of racing is among the most expensive sports to invest in.  Many people imagine Ferrari, Mercedes, and McLaren not only as Teams, but as symbols of speed, performance, excellence and technology. The truth is that F1 sponsorship deals have a wide range and can go from the tens of millions invested by Red Bull to the 250.000 euros for back of the grid sponsorship packages.

With the help of the Business Book we try to give a more detailed answer, showing the big picture of the sponsors and partners of Formula 1. We have arranged the numbers in different tables which are divided per team: for each one it is possible to find a sponsor or partner. The data refers to the end of the 2017 season.

Partners and Sponsors Williams Martini Racing F1 Team

Brand Sponsors Partners
Martini 15,0 M
Rexona 15,0 M
Randstad 3,0 M
JCB 3,0 M
Avanade 2,0 M
BT 2,0 M
Hackett 0,1 M
Oris 2,0 M
Symantec 0,1 M
Michael Caines 0,1 M
Dtex 0,1 M
PPG 0,1 M
Alpinestrars 0,8 M
Dicastal 0,1 M
EOS 0,1 M
Cybe 0,1 M
SIA 0,1 M
Stroll 30 M
Pirelli 2,5 M
Prize Money 111,0 M
TOTAL 39,1 M 150,2 M
GRAND TOTAL 189,3 M€

Partners and Sponsors Sahara Force India F1 Team

Brand Sponsors Partners
BWT 6,0 M
Cartesiano Hotel 1,5 M
Claro 5,0 M
Felio Siby 3,0 M
LDNR 3,0 M
FXTM 3,0 M
Hype 2,0 M
Infinitum 2,0 M
Inter 2,0 M
Johnnie Walker 2,0 M
Kingfisher 2,0 M
Magnesium W 2,0 M
Meza Sports 2,0 M
NEC 3,0 M
Quaker State 2,0 M
Telcel 5,0 M
TelMex 5,0 M
w66.COM 0,5 M
Alpinestar 0,5 M
Koni 0,15 M
Ornagebus 0,1 M
Univa 0,1 M
BDSystems 0,1 M
Adaptavist 0,1 M
Apsley 0,1 M
Aqueous Guard 0,1 M
The Roastery 0,1 M
Branded 0,1 M
Condeco 0,1 M
Farah 0,1 M
Gtechniq 0,1 M
Itec 0,1 M
motorstore.com 0,1 M
Schuberth 0,1 M
Still 0,1 M
STL 0,1 M
UPS Direct 0,1 M
VOIP Unlimited 0,1 M
Pirelli 2,5 M
Prize Money 85 M
TOTAL 50,6 M 94,45 M
GRAND TOTAL 145,05 M€

Partners and Sponsors Renault Sport Formula 1 Team

Brand Sponors Partners
Renault 20,0 M 80,0 M
Infiniti 10,0 M 15,0 M
Castrol 10,0 M 20,0 M
Eurodatacar 3,0 M 2,0 M
Mapfre 3,0 M
Microsoft 4,0 M 1,0 M
BP Ultimate 2,0 M
Bell & Ross 2,0 M
Genii Capital 2,0 M
3d Systems 0,5 M
Alpinestars 0,3 M
APL 0,5 M
Boeing 0,5 M
Elysium 0,5 M
+GF+ 0,25 M
Matrix 0,25 M
OZ 0,25 M
Perkinelmer 0,2 M
Pirelli 2,5 M
Prize Money 90,7 M
TOTAL 54,2 216,95 M
GRAND TOTAL 271,15 M€

Partners and Sponsors Red Bull Racing Formula 1 Team

Brand Sponsor Partners
Red Bull 200,0 M
Rauch 4,0 M
Tag Heur 5,0 M
Mobil 1 5,0 M
Puma 1,0 M
Citrix 1,0 M
IBM 0,5 M 2,5 M
Hisense 2,0 M 0,1 M
Aston Martin 1,0 M 1,0 M
AT&T 0,5 M 1,5 M
Siemens 0,5 M 1,5 M
Simplivity 0,5 M
Pirelli 2,5 M
Prize Money 184,5
TOTAL 220,5 M 209,1 M
GRAND TOTAL 429,6 M

Partners and Sponsors Scuderia Toro Rosso

Brand Sponsors Partners
Red Bull 50,0 M
Estrella Galicia 2,0 M
Acronis 2,0 M
Edifice Casio 2,0 M
GI Group 0,2 M
Riedel 0,2 M
App Tech 0,2 M
Red Bull Mobil 0,1 M
Hangar 7 0,1 M
Pirelli 2,5 M
Prize Money 65 M€
TOTAL 56,0 68,3 M
GRAND TOTAL 124,3 M

Partners and Sponsors McLaren Honda

Brands Sponsors Partners
Honda 100,0 M 200,0 M
Johnnie Walker 10,0 M
SAP 4,5 M 0,5 M
Richard Mille 2,0 M
Santander 2,0 M
Hilton 1,5 M 1,5 M
Chandon 1,0 M 1,5 M
CNN 0,5 M 2,5 M
Star Sport India 1,0 M
Michael Kors 0,5 M
NTT 0,5 M
Norton RF 0,5 M
Great Britain 0,5 M
Castrol 2,0 M
Stratasys 0,5 M
Calsonic Kanesi 0,5 M
Akebono 0,5 M
Logitech 0,5 M
Enkei 0,5 M
Nielsen Sports 0,5 M
Volvo Trucks 0,3 M
Kenwood 0,5 M
Mazak 0,5 M
Sparco 0,3 M
Akzonobel 0,3 M
Technogym 0,1 M
Pirelli 2,5 M
Prize Money 112 M
TOTAL 122 M 329,7 M
GRAND TOTAL 451,7 M

Partners and Sponsors Scuderia Ferrari

Brands Sponsors Partners
Philip Morris 37,5 M
Alfa Romeo 92,0 M 8,0 M
Santander 30,0 M 0,5 M
Shell 24,0 M 3,0 M
Kaspersky 2,0 M 20 M
UPS 20,0 M 3,0 M
Weichai 2,0 M
Hublot 2,0 M
Mahle 1,0 M
OMR 1,0 M
Singha 1,5 M 0,5 M
Rayban 2,0 M
Puma 1,0 M 0,5 M
Infor 1,0 M
Swisse 1,0 M
Experis 1,0 M
SKF 2,5 M
Magneti Marelli 2,5 M
NGK 0,5 M
Brembo 0,5 M
Riedel 0,3 M
Iveco 0,3 M
Bell 0,3 M
Oz 0,3 M
Honeywell 2,5 M
Technogym 0,2 M
Veuve Clicquot 0,1 M
Pirelli 2,5 M
Prize Money 204,5 M
TOTAL 216 M 257,5 M
GRAND TOTAL 473,5 M

Partners and Sponsors Mercedes AMG Petronas F1 Team

Brands Sponsors Partners
Mercedes – Benz 50,0 M 200,0 M
Petronas 40,0 M 1,0 M
UBS 2,0 M 2,0 M
Qualcomm 3,5 M 5,5 M
Epson 4,0 M
Bose 3,0 M
Hugo Boss 3,0 M
IWC 2,0 M
Monster 2,0 M
Wihri 2,0 M
OMP 0,3 M
EBMPAPST 1,0 M
Tumi 0,1 M
TATA com 0,3 M
DB Schenker 0,1 M
Assos 0,1 M
Spies Hecker 0,1 M
Schuberth 0,1 M
Pirelli 2,5 M
Prize Money 172 M
TOTAL 112,5 M 385 M
GRAN TOTAL 497,5 M

Partners and Sponsors Sauber F1 Team

Brands Sponsors Partners
Silanna 20,0 M
CNBC 1,0 M
Edox 1,0 M
Modo 1,0 M
Autobild 0,5 M
Errea Sport 0,5 M
Malbuner 0,5 M 0,5 M
Mitsubishi Elec. 0,5 M
Netapp 0,1 M
OMP 0,3 M
Swiss fibertec 0,3 M
Thomann 0,3 M
Walter Meier 0,6 M
Brutsh Ruegger 0,5 M
Carbon Connect 0,5 M
HP enterprise 2,0 M
Interoll 0,2 M
MTO 0,2 M
Riedel 0,2 M
Singapur Air 1,0 M
Vebego 0,1 M
Pirelli 2,5 M
Prize Money 56,6 M
TOTAL 23,5 M 67,4 M€
GRAND TOTAL 90,9 M

 

Emanuele Venturoli
Communication Manager for RTR Sports Marketing. A degree in Communication at the University of Bologna and a passion for sport brought me where I'm today.
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