Watch, what happens next?

Is a ten year deal too long for timekeepers

16/03/2016 by Christine

McLaren recently announced a brand new sponsorship tie-up with watchmakers Richard Mille, in a long term deal that spans 10 years. The partnership was revealed in the standard way, with Jenson Button and Ron Dennis shaking hands with Mille himself, both sporting one of the super-sized luxury watches that the brand prides itself on.

Not all stickers are created equal

A mathematical look at the state of sponsorship in Formula One

07/02/2015 by John O'Sullivan

As the 2015 F1 cars are launched I notice a distinct lack of sponsorship on the cars. This seems to be a continuation of last year’s slim pickings. To quantify the problem I’ve tabulated the sponsorship coverage of all the teams using the three main areas of the car; Airbox, Sidepod, Rear Wing. I have categorised the stickers into 4 types, only one of which is the elusive “Sponsor”.

Three men and the little Lego

What the Ferrari boys get up to in their spare time

15/10/2012 by Christine

Lots of fun things pop in front of me as I peruse the internet for potential rankings, and today I stumbled across this marvellous video via @lookingspiffy. If you've ever wanted to see Fernando Alonso and Felipe Massa putting together a tiny little Lego car, under Stefano Domenicali's expert supervision, well this is what you've been waiting for.

Constructed from... Lego bricks!

A neat little promotion from Shell, Ferrari and Lego makes a star of Stefano

30/08/2012 by Christine

Whilst perusing some potential rankings today, I saw this video recommended by @StatesmanF1. He was asking for some points for Stefano Domenicali, which is sadly not possible this year. Instead, the Ferrari chief can have an entire post to himself.

A question of traffic

Testing out a solution for the British motorsport traffic problems

18/07/2012 by Bridget Schuil

What’s the best way to get to a motorsport event without spending hours in traffic? The discussion started between my flatmate - henceforth referred to as The Aussie - and I while reading the frustrated tweets of Goodwood Festival of Speed attendees waiting to get through traffic.

Five US companies I'd like to see participate in F1

F1 returns to the US this year, but who could make great sponsors?

21/02/2012 by Jonathan Crummett

For whatever reason I have made the unconscious decision to be a fan of sports that America isn't so hot at. First there is soccer (football), then hockey, and now, Formula 1. There hasn't been an American driver since I've been following and the most recent chance for an American team never got further than constructing a nose from what I can tell. As an American, though, I can dream. Or ponder up a list of companies that I think it would be entertaining to see try to compete in Formula 1.

Who would you choose? Michael or Nico?

The Mercedes duo embark on a new advertising campaign

08/04/2011 by Christine

We've often been known to highlight the great and the good of team videos, and this year Mercedes have got the season off to a great start with two exceptional snippets of film. With great production values, amusing concepts, and... wait for it... Michael Schumacher actually being funny... there is no way we could let this moment pass without highlighting them.

This thing doesn't handle like a new car

The Virgin Racing drivers show us their personalities

11/02/2011 by Christine

Virgin Racing made a bit of a name for themselves last year when they produced some excellent behind the scenes videos right out of the gate. We saw the car on it's very first shakedown, and we saw plenty from Timo Glock and Lucas di Grassi throughout the year, providing an amusing insight into life inside Formula One.

Hamilton and Button help McLaren's marketing hit the road

Yet more video genius from the McLaren drivers

10/07/2010 by Christine

Right, now, this is just getting silly. We can't go around posting the McLaren videos every time they come out, but they are too good to ignore. Fresh from building a car, and getting nostalgic about Ye Olde McLarens, Hamilton and Button are back for their next adventure. This time, they're taking to the road... in a VW camper van.

Jenson and Lewis get a little nostalgic about McLaren

A new video from the team show the boys looking at a bit of F1 history

30/06/2010 by Gavin Brown

Lately, McLaren have been doing a great job of using social media to get in touch with fans of the team and of the sport. The latest viral video from McLaren is an absolute gem - Lewis and Jenson in a warehouse full of McLaren F1 cars, no script, and hidden cameras filming their interaction. If you haven't seen it yet, check it out here.

Jenson and Lewis working together to achieve results?

Another marvellous campaign from Vodafone and McLaren

18/06/2010 by Janna

Earlier today, Autosport's Jon Noble tweeted a link to the latest Vodafone viral advertisement, featuring both Jenson Button and Lewis Hamilton. The advert shows both drivers trying to build one of their cars together, without their mechanics, and illustrates how they need the team around them to become the world champions that they are.

Renault F1 announce HP sponsorship agreement

A brand new sponsor will appear on the Renault cars next year

11/03/2010 by Mr. C

On the eve of the first F1 practice session of the year, the Renault F1 Team have announced a major sponsorship deal with technology company Hewlett-Packard. The new agreement means the R30 cars will run with significant HP branding adorning the bodywork.

Jenson Button in Sandwich

The McLaren driver gets a new job behind the wheel

08/03/2010 by Christine

We heard Jenson Button would be teaming up with Walkers Crisps to film some adverts, and the tabloids have been full of sneak peeks at Jenson in a tailor-made cab. I even referenced one particular picture for Christine's Rankings this week - marking JB down for the corny cab name.

McLaren confirm Santander partnership extension

Can a double team sponsorship deal work?

14/09/2009 by Christine

McLaren have confirmed that they will still partner with Santander going forward to next year, with the Chief Exec at Abbey pointing out that the brand works particularly well with Hamilton.

Santander confirm Ferrari deal

The bankers reveal a new partnership with the Scuderia

10/09/2009 by Christine

Ferrari seem to be keeping hold of the 'worst kept secret' title today as Santander announced a five year sponsorship deal with the team.

Would you sponsor the new US F1 team?

How (not) to entice advertisers to your new outfit

06/04/2009 by Jeremy

With the fallout from McLaren's latest indiscretion still reverberating around Formula 1, guest writer Jeremy takes a look at the story from a different angle.

Now Slurpee gives you wings

A new sponsor debuts on the Toro Rosso

10/10/2008 by Mr. C

As Carlos pointed out during live commenting earlier today, Red Bull Racing have taken on an almost Indycar-esque look this weekend, as they've deigned to run 7-Eleven branding on the rear end-plates of both of their cars.

Have McLaren's marketing department lost their way?

Repetition in the PR and sponsorship activities

16/05/2008 by Mr. C

Prior to the Turkish Grand Prix the McLaren team managed to humiliate their number one driver by having him dangle from the rafters while a folkdance troupe performed below. Now say what you like about that particular fiasco, but at least it was original.

Brand awareness

An intriguing report about the value of sponsorship in F1

21/02/2008 by Christine

Margaux Matrix is a new name to me, but apparently they are a leading “brand exposure agency”. I'm not entirely sure what one does at an agency like that, but if it involves getting paid to watch F1, I'm exceedingly jealous.

It's just plane odd

Splashing the sponsorship over a larger mode of transportation

08/02/2008 by Mr. C

The Williams F1 team continued to push the boundaries of acceptable marketing strategies this week, when they painted a passenger aircraft in their familiar racing livery.