As part of the GPDA fan survey the following question was asked.
“Please name the first five brands or companies that come to mind who sponsor F1 Grand Prix races, teams, drivers etc.”
Here is the table of results.
1 Red Bull 46%
2 Shell 27%
3 Marlboro 24%
4= Martini 22%
4= Petronas 22%
6 Santander 20%
7 Pirelli 14%
8= Ferrari 13%
8= Mercedes-Benz 13%
10 Rolex 11%
If you view this from a ‘team’ perspective – this is rather disappointing for Ferrari and Mercedes who languish way below their recent quadruple winning rival based in Milton Keynes.
Ferrari sponsors Shell and Marlboro are though 2nd and 3rd – most probably due to their long historic association with F1.
Further, despite Infiniti despite supposedly received more than 1$bn in eyeball marketing dollars from their association with Red Bull – they appear nowhere in the list. Neither do Renault.
Santander are quietly withdrawing from F1 sponsorship of circuits as each contract runs down. Silverstone was the latest to suffer the loss of race sponsorship from Santander.
The big surprise is the positioning of Martini. They returned to F1 just 18 months ago as the Williams team title sponsor.
So Red Bull is top of the F1 branding pile. But the real question is ‘what values?’ – do the followers of Formula One perceive to be associated with the brand.
Being well known and recognisable is only part of the story.