Brand Building

Over the last 50 years sport has been revolutionised by the advent of commercial sponsorship, and none more so than the sport of Formula One™. Brand building through the use of sports sponsorship has become a familiar activity for marketeers globally, and Formula One teams have become particularly adept at working with their customers to develop and implement sophisticated strategies.

Brands such as Ferrari, Marlboro, Red Bull and Vodafone have accessed global audiences through Formula One, associating them with its image, attributes and values, creating strong communications programmes around it and generating engaging experiences for customers.

Some of the brands most closely associated with Formula One have utilised the sport as a key pillar of their business over many decades, creating associations that in some cases transcend the

sport and benefit the brands long after the formal sponsorships have ended.

Jordan Grand Prix was one of the most successful teams in the 1990s in attracting a wide portfolio of commercial sponsors ranging from consumer focused brands such as MasterCard International, Sony PlayStation, Benson & Hedges and HP, through to business oriented companies including IT giant EMC and worldwide logistics company Deutsche Post. It remains one of the most successful examples of a profitable, independent team whose business thrived on helping its customers develop their brands.

Working with companies and brands, understanding the objectives of their owners and helping to deliver global marketing communications strategies are therefore central to the commercial activities of the teams involved in one of the most successful sporting series in the world.