Established in 1946, the F1 World Championship reigns as the pinnacle of single-seater open-wheel racing, embodying unparalleled engineering and technological advancements. With its captivating 10-month season featuring 23 Grand Prix races worldwide, Formula 1 attracts a global fanbase, offering businesses a gateway to top-tier industries and expansive marketing opportunities on a worldwide scale. However, to navigate the complexities of an F1 sponsorship, enlisting the expertise of an F1 sponsorship agency is imperative.
The Perfect Blend of Prestigious Brands and Passionate Fans
F1 embodies unique values that seamlessly transcend the brands sponsoring the competition. It ignites passion among millions of people, making it an ideal platform for brands seeking widespread recognition. Moreover, the sport's core values of innovation, technology, and teamwork resonate with leading companies worldwide.
Opting for an F1 sponsorship program means joining an exclusive and prestigious club, comprising the most influential brands and companies globally. F1 is not solely limited to B2C marketing; it also presents a new frontier for B2B interactions, creating diverse marketing opportunities tailored to each sponsor's specific needs. These opportunities include car visibility, digital campaigns, media relations, circuit hospitality, and experiential events.
A Vast Global Audience Awaits
The unforgettable Hamilton-Verstappen duel until the last Grand Prix propelled F1's cumulative TV audience to a remarkable 4% growth in 2021 compared to the previous year, amassing an astounding 1.55 billion viewers and 445 million unique viewers.
The average audience per Grand Prix in 2021 reached an impressive 70.3 million (compared to 60.3 million in 2020, accounting for only 17 races due to the pandemic). Key markets experienced exceptional year-on-year growth: +81% in the Netherlands, +58% in the USA, +48% in France, +40% in Italy, and +39% in the UK.
Unmatched Digital Growth
F1 dominates social platforms as the fastest-growing series among top sports competitions. With 49.1 million followers across major social media platforms (including Facebook, Instagram, Twitter, YouTube, TikTok, Snapchat, Twitch, and Chinese networks), F1's social media presence has surged by 40% since 2020. Combined views of F1.com, F1 app, and social media videos skyrocketed by 50%, surpassing 7 billion views.
China witnessed a 39% increase in social platform followers on Weibo, WeChat, Toutiao, and Douyin, totalling 2.7 million users. Overall, F1 outshines other major sports in the digital arena, capturing 16% of the total minutes watched in 2021.
F1 Sponsorship: How It Works
Notably, F1 has secured critical sponsorship agreements with brands from pivotal sectors within the sport. Logistics leaders DHL and Ceva Logistics play vital roles in the championship's organization as Global Partner of F1 and Team Partner of Scuderia Ferrari, respectively. Renowned IT brands, including Cognizant and Oracle, hold title sponsorships for Aston Martin and Red Bull teams, given Formula 1's continual technological advancement. Essential sectors such as banking, represented by Banco Santander as Premium Partner of Scuderia Ferrari, and petrochemicals, with Ineos as Principal Partner of Mercedes F1 Team, also find their place in Formula 1 sponsorship.
F1 Sponsorship Costs
The premium and global profile of Formula 1 may lead to misconceptions about its sponsorship costs. While major teams are seen as paragons of technology and sporting excellence, the reality reveals a wide range of sponsorship opportunities. Costs can vary from a few million euros for tactical sponsorships to structured agreements reaching 100 million euros. To navigate this landscape effectively, rely on a Formula 1 sponsorship agency.
Drive Sports Marketing is an F1 Sponsorship Agency
Drive Sports Marketing recognizes the strategic importance of authentic sports sponsorships as a highly effective element of a comprehensive marketing strategy. With a team of dynamic and experienced sports marketing professionals, we are passionate about helping clients achieve exceptional and measurable results through motorsports, spanning from Formula 1 to MotoGP, WEC and Formula E.
Leveraging our vertical expertise in Formula 1 sponsorship, we offer a range of services tailored to meet your specific requirements. From conceiving sponsorship plans to contract signing, Drive Sports Marketing ensures you build the best sponsorship program. Reach out to us today to explore how to sponsor Formula 1 and unleash the full potential of this remarkable platform.