Formula 1 is a unique platform for more than 100 of the world’s most successful brands, all of whom have forged partnerships with the sport and its teams. As new brands across multiple sectors join the party for the 2024 season, we look at five reasons why the sport continues to be such a lucrative global marketing platform:

  1. Global Awareness

    2. Engaging the largest global TV audience after football, Formula 1 is providing brands with extensive visibility and exposure on a worldwide scale. The sport attracts a global TV audience 1.5bn and an average Grand Prix audience of 70m.

  2. Followed Globally, Activated Locally

    3. Formula 1 offers brands a unique opportunity to establish a global marketing presence with local relevance in both established and emerging business markets.
    Unlike traditional sponsorship models where brands often have to engage with multiple rights holders to create a meaningful footprint in each market, Formula 1 provides a consolidated platform for active consumer engagement across the world.

  3. Premium IP

    4. Formula 1 and the competing teams are some of the world’s most recognised and admired institutions. By engaging in Formula One sponsorship, brands are integrating this IP across all their online/offline marketing touch points to boost their own trust and credibility by long-term association.

  4. Synergies With Hi-tech Brand Values

    5. F1 is synonymous around the world with speed, technology, data, and innovation. By aligning with the sport, and often integrating their services, brands enhance their image, credibility, and values.

  5. Unique B2B Experiences

    6. The world-famous Paddock Club – which offers a unique chance to get behind the scenes (including pit-lane access) at one of the world’s greatest sporting spectacles – is offering sponsors unrivalled opportunity to build partnerships, deepen relationships and maybe even seal the deal. Hospitality rights for sponsors are scaled up or down between Grand Prix’s, enabling them to network and build relationships in the markets that mean most to them.

    At SportQuake we help brands of all sizes navigate the complex sponsorship ecosystem to create the ultimate formula 1 strategy to achieve their goals.

    Get in touch to find out more.