Are you willing to sponsor?
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Silvia Schweiger| Posted October 25, 2021 | In Formula 1, Marketing Sportivo, Motorsports
We are often asked if it is the right time to invest in Formula 1 and our answer is this: it is always the right time to invest in Formula 1, and now more than ever, and we tell why.
Today we also have a super up-to-date set of data and information that give even more strength to our directions. In fact, Formula 1 has very recently released an international survey, conducted by Nielsen Sport and in collaboration with Motorsport Network, that analyzes fans and what they think about Formula 1.
The information they have gathered is interesting and meaningful, especially for those who do our work and advise companies.
“We are extremely grateful to all the fans who took the time to share their opinions in this huge survey. Their opinions are very valuable to us, and we are extremely satisfied with what we have seen in the results. I also want to thank Motorsport Network and Nielsen Sports for their incredible work.”
“The survey results show that we are doing the right things and will continue to focus on creating exciting content and entertainment on and off the track, which is what all our fans want. We are excited about our future, and we know our fans are, too,” said Stefano Domenicali, president and CEO of Formula 1.
Below are a number of key points.
In our articles and with our clients and prospects we always talk about the values associated with various sports. Values are key, because it is on these that companies and brands can build their marketing plans and communication campaigns.
But no. McLaren drivers clearly shift the balance in favor of their team: nearly 30 percent of respondents prefer McLaren to other teams. And frankly, this is not surprising: McLaren drivers are great at all promotional activities, they are super active on social media, they have an incredible, positive, sunny image. And that makes all the difference. Then put in a team that knows how to use them to their best advantage and organizes an incredible array of promotional activities, and you have bingo.
Red Bull Racing is second and enjoys the strong popularity of its driver, Ferrari only in third place.
In the research you will then find the data and feeling toward the regulations, we leave that to the more passionate.
All in all, a really interesting and useful research, showing once again that Formula 1 is one of the most advanced sports in the world on various aspects. From the perspective of marketing and
sponsorships
, for us it proves to be an incredible platform on which to invest and develop marketing and communication activities that can effectively engage the target audience. If you want to read the data in depth you can find it here. However, if you are interested in learning more, please do not hesitate to contact us.
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years. Without sports, life is boring
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
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