Formula One


For the purposes of this Data Report into the top three sponsors by rights fee attached to the 10 Formula One teams for the 2016 season, carmaker constructors have not been included.

Diageo-owned whisky brand Johnnie Walker will continue to use its ‘Join the Pact’ responsible drinking initiative as the centrepiece of its investment in Formula One. K

Diageo-owned whisky brand Johnnie Walker renewed its official sponsorship of Formula One team McLaren-Honda in a deal with a significant performance-related component.

Tata Communications is a telecommunications solutions company owned by the Indian business conglomerate Tata Group.

Recognised as one of the most enduring partnerships in motorsport history, the relationship between Scuderia Ferrari and Shell dates back to the founding of the race team by Enzo Ferrari in 1929.

Danish fashion brand Bestseller will sponsor carmaker Renault’s new Formula One team, thus ensuring that Danish driver Kevin Magnussen gets one of the main driver positions for the 2016 season.

Luxury carmaker Mercedes-Benz uses its sponsorships in football to increase global brand consideration and perception but uses its other agreements to directly target potential customers.

The Manor Formula One team has signed a performance-related deal with shipping container company Flex-Box until the end of the season as the team continues to gain momentum both on and off the track.

The Infiniti Red Bull Racing Formula One team this month signed a deal with Chinese electronics manufacturer Hisense as the team’s commercial programme continues to thrive in the face of on-track troubles.

Bernie Ecclestone has told Sports Sponsorship Insider that Formula One Management, the motorsport’s commercial rights-holder, has not failed in its efforts to sell title sponsorships to its Formula One Grands Prix this season.

Zak Brown, currently chief executive of motorsports agency, JMI, has been appointed as the group chief executive officer of global sports marketing agency CSM Sport & Entertainment (CSM). Reflecting on the move, Brown talks exclusively to Sports Sponsorship Insider about his vision for the group.

Japanese printing and technology brand Epson, this month, signed a three-year Official Team Partner deal, from 2015 to 2017, with the Mercedes AMG Petronas Formula One Team.

Online trading and investment bank, Saxo Bank, has extended its partnership with the Lotus Formula One team for another year, rising in value if it takes up additional on-car branding options at the Monaco Grand Prix.

Japanese printing and technology brand Epson is using the high visibility of Formula One to increase its global brand awareness and build customer relationships.

Deodorant brand Rexona is targeting new markets and a wider demographic of customers through its continued presence in Formula One.

Cloud computing company EMC is using a consistent sponsorship strategy across its portfolio to build brand image and grow revenues.

Diageo-owned whisky brand Johnnie Walker extended its presence in Formula One by signing a four-year deal, which began this month, to become the Official Whisky of Formula One.

September (and the end of August) saw a number of landmark sponsorship deals cross the line – and Sports Sponsorship Insider has covered the best of them.

Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.