Formula 1 driver sponsorships

Nowadays obviously a much greater level of intelligence is applied to sponsorship because brands want quantifiable results. The shift towards digital-first activation has been well documented. We all appreciate that consumer behaviour has changed to the point where casual fans may prefer 90 seconds of Instagram content over a full two-hour race broadcast.

However, from the brand perspective, the real interest of digital lies in the transparency on ROI [return on investment] and understanding the depth of engagement from potential customers.

The successes or failures of an activity are far easier to measure, which has huge benefits for brands who are constantly looking to improve their offering. There are countless other examples of activations and campaigns on the non-race element. The programme engages with talented young engineers throughout their studies by providing mentors and support from the Formula One team, with a view to enhancing their chances of a career in the sport on completion.

As regards the future of Formula One, I feel the outlook in broad terms is very positive. Formula One's new esports series offers new opportunities for brands. All below data is from the time period of 1 January, — 15 August, Year over year comparisons are from the same time period in Engagement: 4. While the data shows significant growth in all areas compared to the same period in , it must be noted that the F1 season was delayed until July, so the period only contains data from 5 races compared to the 11 included in the date range.

The majority of this social media impact comes from the series owned accounts. Formula 1 series accounts have 41M followers, more than any individual driver or team. For comparison, no other F1 driver has even 10M followers. Similarly, when it comes to fan engagement so far in , F1 has generated the 5th most among leagues league owned accounts , and nearly triple that of MotoGP 2. At first glance, it may seem that better performance on the track leads to more fan engagement on social media.

The top 4 teams in the Constructor Standings have the most social media followers and total engagement so far this season. However, when looking at engagement rate, or how many fans engage with each post on average, AlphaTauri Honda rises to the top while Mercedes and Ferrari are among the bottom 3.

This metric helps indicate how enthusiastic the fanbase is on social media. Another important metric to look at is follower growth rate. Red Bull Racing Honda 3. He has 4x more followers and generated nearly 2x more fan engagement than any other driver so far this year.

He has posted more than a majority of the drivers, but not nearly as often as Bottas or Verstappen who both are averaging over 2 posts per day. Among motorsports, F1 is well ahead of other series in terms of fan engagement and sponsorship value generated for constructors and the sponsor brands.

This year, from 1 January through 15 August, Formula 1 has rebounded strongly from a challenging , nearly doubling the value generated for constructors and brands combined. With around 4, items, LIQUI MOLY offers a global, uniquely broad range of automotive chemicals: Motor oils and additives, greases and pastes, sprays and car care, glues and sealants.

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The Wall Street Journal Magazine reports his latest contract with Mercedes required diversity to be increased within the team, and included provisions to ensure the team's sponsors are also committed to diversity. Speaking to the Journal, Hamilton relayed the story of a call he had with the CEO of Mercedes' longtime sponsor, Monster, an energy drink.

During the call, Hamilton said he asked the CEO questions like: "Where are you guys at [on diversity]? If team sponsors aren't committed to increasing diversity, Hamilton said: "I won't be working with them.

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