Formula One

Features

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.

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.

This month’s issue of Sports Sponsorship Insider leads with a motorsports story of wider general interest – the return of Martini Racing to Formula One as title sponsor of the Williams F1 team.

FERRARI’S FORMULA ONE team has renewed its long-standing partnership with tobacco giant Philip Morris International until the end of 2015. As a result, the team will maintain its association with the Marlboro brand and continue to be known as Scuderia Ferrari Marlboro.