Formula One’s success in growing audiences in the US and engaging younger fans through its esports initiatives has enabled the McLaren team to increase its sponsorship “rate card” by 25-50 per cent, according to Zak Brown, chief executive of the F1 team.
Speaking to SportBusiness at last weekend’s British Grand Prix, the McLaren chief said: “We’re at an all-time high in our partnership base. Probably half of our base are US-based – Alteryx, Google joined us this year, Goldman Sachs we announced a month ago – these are companies that Formula 1 would not have been on the radar of and is now because of [its growth in] the US.”
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