{"id":240176,"date":"2023-05-17T08:45:30","date_gmt":"2023-05-17T06:45:30","guid":{"rendered":"https:\/\/rtrsports.com\/patrocinio-del-automovilismo-y-visibilidad-en-la-era-digital\/"},"modified":"2026-10-05T11:46:47","modified_gmt":"2026-10-05T09:46:47","slug":"patrocinio-del-automovilismo-y-visibilidad-en-la-era-digital","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/es\/blog\/patrocinio-de-deportes-de-motor-y-visibilidad-en-la-era-digital\/","title":{"rendered":"Patrocinio y visibilidad en el motorsport en la era digital: p\u00fablico, plataformas y medici\u00f3n"},"content":{"rendered":"<p><strong>En el motorsport la visibilidad de un patrocinio se construye hoy en tres planos: la emisi\u00f3n (televisi\u00f3n y streaming), lo digital (redes sociales, v\u00eddeo, contenidos oficiales) y la presencia f\u00edsica (el circuito y la hospitalidad). Los n\u00fameros de la F\u00f3rmula 1 en 2025: 827 millones de aficionados, 1.830 millones de espectadores acumulados y 6,7 millones de asistentes a los circuitos, un r\u00e9cord.<\/strong><\/p>\n<p><em>Actualizado en octubre de 2026.<\/em><\/p>\n<p>Desde 2026, en Estados Unidos, la F\u00f3rmula 1 ya no pasa por un canal de televisi\u00f3n tradicional: todas las sesiones, de los libres a la carrera, est\u00e1n en Apple TV, con algunas carreras y todos los entrenamientos libres gratis en la app. Para quien patrocina no significa que el logo en el coche valga menos: significa que el lugar donde se ve ha cambiado, y con \u00e9l la forma de medirlo. Aqu\u00ed encontrar\u00e1s los n\u00fameros que importan, los tres planos en los que se juega la visibilidad y c\u00f3mo se sabe si un patrocinio funciona.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-126967\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/millennials-using-smartphones-outdoors-together.jpg\" alt=\"Personas mirando juntas un smartphone al aire libre\" width=\"600\" height=\"371\" \/><\/p>\n<h2>Los n\u00fameros de 2025<\/h2>\n<p>La F\u00f3rmula 1 estima que sus aficionados en el mundo son 827 millones, un 12% m\u00e1s que el a\u00f1o anterior y un 63% m\u00e1s que en 2018. Seg\u00fan Nielsen, la temporada 2025 alcanz\u00f3 1.830 millones de espectadores acumulados, un 6,8% m\u00e1s que el a\u00f1o anterior, con una audiencia de unos 70 millones por cada fin de semana de carrera. En directo, la temporada cerr\u00f3 con un r\u00e9cord de 6,7 millones de asistentes a los Grandes Premios, frente a los 6,5 de 2024.<\/p>\n<p>Hay adem\u00e1s un dato que afecta directamente a quien invierte: desde 2020 el n\u00famero de socios comerciales del campeonato casi se ha triplicado, de 12 a 31. M\u00e1s marcas significa m\u00e1s ruido: la visibilidad ya no es escasa, es disputada.<\/p>\n<h2>Tres planos de visibilidad<\/h2>\n<ul>\n<li><strong>La emisi\u00f3n.<\/strong> La televisi\u00f3n y el streaming llevan la marca a un p\u00fablico enorme, pero la muestran durante segundos y en planos que no controlas: cuenta d\u00f3nde est\u00e1 el logo en el coche, en el mono, en el casco. Un color fuerte ayuda a hacerse reconocer incluso en un plano r\u00e1pido: es lo que hizo BWT con el rosa, como cuenta <a href=\"https:\/\/rtrsports.com\/es\/blog\/como-y-porque-patrocina-bwt-f1\/\">BWT en la F\u00f3rmula 1<\/a>.<\/li>\n<li><strong>Lo digital.<\/strong> Las redes sociales, el v\u00eddeo y los contenidos oficiales multiplican las ocasiones de ver una marca y permiten contarla: es donde un premio como el DHL Fastest Lap Award o una colaboraci\u00f3n de contenidos se convierte en material para compartir. Los ejemplos, con las fuentes, est\u00e1n en <a href=\"https:\/\/rtrsports.com\/es\/blog\/conseguir-el-exito-mediante-la-activacion-de-la-marca-deportiva\/\">activaci\u00f3n de marca en el motorsport<\/a>.<\/li>\n<li><strong>La presencia f\u00edsica.<\/strong> El circuito es el lugar donde una empresa se encuentra con clientes, socios y empleados: hospitalidad, encuentros con los pilotos, experiencias. En MotoGP la f\u00f3rmula es el VIP Village, explicado en <a href=\"https:\/\/rtrsports.com\/es\/blog\/que-es-el-motogp-vip-village-y-para-que-sirve\/\">qu\u00e9 es el MotoGP VIP Village<\/a>.<\/li>\n<\/ul>\n<h2>C\u00f3mo se mide la visibilidad digital<\/h2>\n<p>Llegar a mucha gente no es lo mismo que ser recordado. Las impresiones, las visualizaciones y el n\u00famero de seguidores dicen cu\u00e1ntas veces una marca pas\u00f3 ante los ojos de alguien: son el punto de partida, no el resultado. Para saber si un patrocinio funciona hay que acompa\u00f1ar estos n\u00fameros con al menos una medida de marca (cu\u00e1ntas personas reconocen al patrocinador o lo asocian al equipo) y una medida comercial (contactos, negociaciones, ventas). Los n\u00fameros que cuentan son los elegidos antes de firmar, como explicamos tambi\u00e9n para la activaci\u00f3n.<\/p>\n<h2>Qu\u00e9 cambia para quien patrocina<\/h2>\n<p>Con un p\u00fablico tan amplio y tantas marcas en la parrilla, la diferencia no la marca el logo sino la idea: un color, un premio, una causa, un producto que la marca pueda poseer en el mundo de ese equipo. Quien quiera saber qui\u00e9n est\u00e1 hoy en la parrilla encuentra los acuerdos en el an\u00e1lisis de los <a href=\"https:\/\/rtrsports.com\/es\/blog\/las-275-ofertas-de-patrocinio-de-la-formula-2023-1-temporadas\/\">patrocinadores de los equipos de F1 en 2026<\/a>, mientras que para los umbrales de presupuesto est\u00e1 la gu\u00eda sobre el <a href=\"https:\/\/rtrsports.com\/es\/blog\/formula-coste-1-patrocinios\/\">coste del patrocinio en F\u00f3rmula 1<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>\u00bfQuieres llevar tu marca a la F\u00f3rmula 1?<\/strong><br \/>RTR Sports Marketing construye patrocinios en el motor desde 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/es\/formula-1-patrocinio\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Patrocinio en F\u00f3rmula 1<\/a><br \/><\/div>\n<p><strong>Fuentes<\/strong>: <a href=\"https:\/\/corp.formula1.com\/formula-1-2025-season-review\/\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, el 2025 en n\u00fameros<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1s-record-breaking-2025-season-in-numbers.irq7aR8PcyAw7ysO72vJn\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, la temporada 2025 de los r\u00e9cords<\/a>; <a href=\"https:\/\/www.blackbookmotorsport.com\/features\/f1-2025-season-review-numbers-viewership-attendance-commercial\/\" target=\"_blank\" rel=\"nofollow noopener\">Black Book Motorsport, la F1 2025 en n\u00fameros<\/a>; <a href=\"https:\/\/www.grandprix247.com\/2025\/12\/20\/f1-news-formula-1-2025-season-end-of-year-review\/\" target=\"_blank\" rel=\"nofollow noopener\">GrandPrix247, el balance de la temporada 2025<\/a>; <a href=\"https:\/\/www.broadcastnow.co.uk\/broadcasting\/f1-records-largest-audience-in-five-years\/5214597.article\" target=\"_blank\" rel=\"nofollow noopener\">Broadcast, la mayor audiencia en cinco a\u00f1os<\/a>; <a href=\"https:\/\/scuderiafans.com\/formula-1-audience-continues-to-surge-with-1-83-billion-total-viewers-worldwide\/\" target=\"_blank\" rel=\"nofollow noopener\">ScuderiaFans, 1.830 millones de espectadores<\/a>; <a href=\"https:\/\/www.si.com\/onsi\/f1\/news\/f1-and-apple-confirm-united-states-tv-rights-deal-everything-you-need-to-know\" target=\"_blank\" rel=\"nofollow noopener\">Sports Illustrated, F1 y Apple en Estados Unidos<\/a>; <a href=\"https:\/\/www.techradar.com\/televisions\/streaming-devices\/go-go-go-apple-tv-is-the-official-home-of-f1-races-and-more-in-the-united-states-starting-in-2026\" target=\"_blank\" rel=\"nofollow noopener\">TechRadar, Apple TV y la F1<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Preguntas frecuentes<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfCu\u00e1ntos aficionados tiene la F\u00f3rmula 1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nLa F\u00f3rmula 1 estima 827 millones de aficionados en el mundo para 2025, un 12% m\u00e1s que en 2024 y un 63% m\u00e1s que en 2018. Nielsen indica 1.830 millones de espectadores acumulados en la temporada.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfD\u00f3nde se ve la F\u00f3rmula 1 en Estados Unidos en 2026?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nEn Apple TV: todas las sesiones, de los libres a la carrera, con algunas carreras y todos los entrenamientos libres gratis en la app, en un acuerdo de cinco a\u00f1os.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfCu\u00e1ntos socios comerciales tiene la F\u00f3rmula 1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nDesde 2020 los socios del campeonato casi se han triplicado, de 12 a 31.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfC\u00f3mo se mide la visibilidad digital de un patrocinio?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nLas impresiones y las visualizaciones son el punto de partida; para saber si funciona hacen falta tambi\u00e9n una medida de marca (reconocimiento y asociaci\u00f3n con el equipo) y una comercial (contactos, negociaciones, ventas), elegidas antes de firmar.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfD\u00f3nde se construye la visibilidad de un patrocinador en el motorsport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nEn tres planos: la emisi\u00f3n (TV y streaming), lo digital (redes sociales, v\u00eddeo y contenidos) y la presencia f\u00edsica (circuito, hospitalidad y encuentros).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>En el motorsport la visibilidad de un patrocinio se construye hoy en tres planos: la emisi\u00f3n (televisi\u00f3n y streaming), lo digital (redes sociales, v\u00eddeo, contenidos oficiales) y la presencia f\u00edsica (el circuito y la hospitalidad). Los n\u00fameros de la F\u00f3rmula 1 en 2025: 827 millones de aficionados, 1.830 millones de espectadores acumulados y 6,7 millones [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194625,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20074],"tags":[],"class_list":["post-240176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-patrocinador-deportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Visibilidad del patrocinio en el motorsport: era digital<\/title>\n<meta name=\"description\" content=\"C\u00f3mo se construye la visibilidad de un patrocinio en el motorsport: 827 millones de aficionados de F1, tres planos (TV, digital, circuito) y c\u00f3mo 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