Analyzing sponsorship opportunities for F1 teams in global markets
- November 4, 2020
- Eddy Sidani
For the first time since 2006, Formula One has returned to the storied Autodromo Enzo e Dino Ferrari – better known in the racing community as the historic Imola. As was anticipated, Mercedes came out on top, but are they as dominant when assessed through the lens of sponsorship opportunity? We sifted through the data to see how the ten different constructors compare across some of the largest international markets.
Scuderia Ferrari ranks highest among constructors
While Mercedes have dominated the podium over the past few years, there is no denying the salience that the oldest and most successful Formula One team has among race consumers. Ferrari have a symbiotic relationship with Formula One racing, as each organization has played a significant role in the others’ existence. Formula One racing remains a major form of engagement for people with the Ferrari brand, and anyone who thinks of a Formula One event will struggle to do so without also picturing the Rosso Corsa and the ‘Prancing Horse’ of the Ferrari logo. This constructor has cemented itself as a key player in the field and finds itself among the most popular among the motorsport community.
Using SponsorPulse's universal, insight-driven Opportunity Score currency, ten Formula One teams were measured and compared to see how they matched up in different global markets. In 12 of the 18 markets, Ferrari achieved the best Opportunity Score. The geography where the team presents the greatest opportunity for sponsorship is understandably in Italy, with an Opportunity Score of 53. This is the highest Opportunity Score for any team in any market. Ferrari also have major partnership opportunities in Colombia (45), South Africa (40), Brazil (38) and Spain (35). For brands looking to associate themselves with the most synonymous name in Formula One racing, Ferrari is the way to go.