Tag Archives: Sponsorship

Formula One: Ferrari & Kaspersky tackle increased cyber security threat in 2017

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Scuderia Ferrari together with longterm cyber security partner Kaspersky head into the 2017 Formula One season more aware than ever of the acute risk cyber attack places on both the team and the broader Ferrari S.p.A group.

Kaspersky Lab experts uncover more than 300,000 unique pieces of malware every day, new threats are evolving all the time. As cyber criminals develop tools individually tailored to each victim, indicators of compromise are no longer enough on their own to help organizations detect attacks. In this environment, knowing where you’re vulnerable is as important as your ability to detect and prevent cyber-attacks. Rounding this self-awareness out with the latest threat intelligence to help anticipate what’s around the next chicane is vital for an organization with Ferrari’s profile and reputation.

“To be able to foresee potential cyber-attacks and overall analysis of the global threat landscape is required. Kaspersky threat intelligence services proactively provide us with information we wouldn’t otherwise have.”
Alessandro Sala, Cybersecurity, IT quality and Compliance, Ferrari S.p.A
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From the Maranello factory to the Formula 1 circuit, more than 5,000 Ferrari endpoints and systems globally are secured by the world’s IT Security specialists, Kaspersky Lab.
As both companies’ technological vision and innovation extend to connected cars,Internet of Things and a constantly evolving web presence, Kaspersky Lab is deepening its technology partnership with Ferrari, delivering protection that extends beyond devices to the data itself, 24 hours a day, seven days a week.
“Though we work in very different industries, we’re united by the same core business values: technological leadership and a passion for innovation and getting forever better at what we do,”
Kaspersky Lab founder and CEO, Eugene Kaspersky

Over a Grand Prix weekend teams collect more than 60gb of data from each car hitting the track. Through the use of Kaspersky technology, Scuderia Ferrari can take to the track safe in the knowledge their data is secure.  Formula One regualtions dictate any changes made to a vehicle whilst on track must be carried out by the driver (under instruction if required) this does not mean the team could not make the changes themselves, rather they are not allowed. Without the assistance of Kaspersky Ferrari could be vulnerable to an attack to these systems within a race environment. The consequences of which could put the safety of drivers and competitors at risk.

Similar to the bespoke fuel and lubricant required to operate a Formula One car, cyber security is rapidly becoming a fundamental requirement to compete. Having established their relationship with Kaspersky in 2012, as Scuderia Ferrari are better equipped that most to deal with this new threat.
For more information on Kaspersky and their customer facing product range click here.
You can follow Kaspersky motorsport and their activities in F1, Gp2, and endurance racing through there twitter feed here and on their dedicated website here
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Formula One: Exclusive – Hisense on motorsport. F1 & Nascar

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With the 2017 Nascar season underway and the start of the 2017 F1 season less than one week away, JWGP caught up with partner to both championships, Hisense, to understand what attracts them to motorsport and why it pays to have partnerships in both Nascar & F1.

Hisense are a Chinese electrical goods company with an annual turnover in excess of $15 Billion. The company was founded almost 50 years ago. The company is made up of more than 40 subsidiaries, each focusing on a specific sector within the electronics sector. Hisense focus their motorsport activities on promoting the Television division of the business. Following an extensive period of evaluation of Formula One, in which an evaluation of how the sport can and will work for the business and how best to activate a partnership within the sport, in 2015 Hisense joined the Red Bull Racing Formula One Team. This multi-year partnership sees the team carry Hisense branding on the nose of the car and within the team environment.

In the same year Hisense joined Nascar team Job Gibbs Racing as principle partner. JWGP caught up with Deputy Director of Global Marketing Rolland Zhang to further hear more about their involvement in motorsport.

What attracted Hisense to Motorsport?

Hisense has two motorsport partnerships; one in NASCAR and one in Formula One. Generally speaking, there are a lot of synergies between motorsport and consumer electronics as technology and innovation sit at the heart of both.

Our technology and products have been integrated into team factories and garages around the world, used by the teams and sports we sponsor to improve performance on the track. This integration of technology shows consumers that if these world-class teams trust and rely on our products, they can too.

The fact that technology is so important in team performance is similar to our own values in terms of innovation and development, so it’s fantastic for us to be part of it.

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NASCAR is a hugely popular sport in the United States, so it is the perfect platform for Hisense to engage with the US market. In 2016, Denny Hamlin won the Hisense 4k TV 400 in a Hisense branded car. That played a huge role in raising the profile of Hisense in the United States. Our partnership with Red Bull Racing allows us to engage with audiences on a global scale. The Formula One season features Grands Prix in key markets that are important to our growth.

Why did Hisense choose Red Bull Racing over any other team in F1?

Red Bull Racing is a young, innovative and highly competitive team and we possess a lot of shared values.Red Bull Racing is a challenger brand, constantly pushing boundaries, which drives success on-track. We have a similar ethos and goals; we’re always looking to innovate and develop our technology to give our consumers bigger, better and more advanced products.

Red Bull Racing is also a fun and adventurous team; the drivers are exciting and fiercely competitive and the team is a very well-oiled machine which showed in their performance last year. The team’s determination, drive and success make us extremely proud to be a partner.

As a partner to Red Bull Racing, how does Hisense look to activate the partnership?

 Hisense supports the team by providing television screens in the Red Bull Racing factory and in the garage at races all around the world.  Last year, we installed a 9.6m by 3.6m state of the art LED screen in the team’s operations room at the factory in Milton Keynes. The screen allows the engineers at the factory to analyse live data and communicate effectively with the team at the track, no matter where they are racing in the world.

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In local markets, we use the buzz of the Grand Prix and driver appearances to amplify product launches and host media and influencers at the track. The markets also use Red Bull Racing assets in out of home advertising and in-stores to reinforce our partnership with the coolest team on the F1 grid.

Our social and digital channels are also a focus for us, giving us a direct line to consumers and the ability to interact with Red Bull Racing online.

How important is social media in the activation of Hisense in F1? 

Social media is the most direct route we have to reach consumers, potential customers and Red Bull Racing fans.We have social channels dedicated to our global sports sponsorships specifically, which include tennis, football and of course motorsports. Our local markets also have channels that they activate on, so we are reaching people in their local language and with market-relevant content.  Last year, Hisense UK ran a Facebook Live Q&A with Max Verstappen which was very successful. It was nicely timed too, just after ‘that’ Brazil race, so there was a huge amount of engagement.

Thanks to Rolland Zhang for his time. JWGP will carry updates around Hisense & motorsport through the 2017 season

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Formula E: Omologato join Mahindra Racing

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Indian Formula E Team Mahindra Racing have announced a new partnership with British watch manufacturer Omologato. This new partnership will see Omologato branding feature extensively on the M3Electro, on drivers Nick Heidfeld and Felix Rosenqvist’s gloves and within the team environment with Omologato wall clocks.

Within the partnership Omologato have  designed a unique Mahindra Racing timepiece collection, which can be found here. Omologato believe “everyone should have a watch with a story” as such they have positioned their products at a price which the everyday motorsport fan can afford. Omologato and Mahindra Racing set out to engage with their fans and followers with this partnership, combining a mutual passion for motorsport with a desire to pioneer new concepts and enhance awareness of Formula E in new markets.

 

Commenting on the new partnership Dilbagh Gill, Team Principal, Mahindra Racing Formula E Team remarked, “We are delighted to welcome Omologato into the Mahindra Racing family. The Omologato brand is highly regarded in the motorsport community; we both share the same passion for delivering exciting motor racing and heritage to fans across the globe. We look forward to engaging with fans at Omologato events and having their logo on our cars from the next race in Mexico City.”

Shami Kalra, Founder of Omologato added, “We are delighted to become an Official Partner of the Mahindra Racing Formula E Team in one of the world’s most forward-thinking sports championships. We welcomed the challenge of designing these special timepieces for the team to take to iconic cities across the globe. One of our aims at Omologato is to give motorsport enthusiasts the chance to immerse themselves in motorsport, through our chronographs and our #ChronosAndCars events. This exciting partnership will give Omologato fans the opportunity to get closer to the Mahindra Racing Formula E Team.”  

To check out the Omologato Mahindra Racing collection follow this link

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Formula One: Premium partners flock to Force India

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Judging by additional branding adorning the VJM10 and partnership announcements in the off season,  plaudits surrounding Sahara Force India’s forth place finish in the 2016 Formula One Constructors Championship have extended far beyond the commentators and fans.

With an increasing number of leading teams in Formula One struggling to secure new partners Force India are bucking the trend. The teams ability to attract new partners can be attributed in part to their success on track, but perhaps of more relevance, the way in which the success has been achieved. It is a well known fact the Force India operate on a significantly lower budget than the majority of other teams on the grid. Rather than complaining about a lack of finances, the team focus there efforts on maximising what they do have. The ratio of investment to performance gain and as a consequence exposure gain is far higher with Force India than with any other team on the grid. No doubt the marketing team of the Silverstone based team use this information as a key factor in presenting to new partners. The approach is paying off!

Diageo, have upgraded their relationship with Force India, increasing branding space and influence on the 2017 livery and shifting the brand they are seeking to promote through the partnership from mass market offering Smirnoff, to premium brand Johnnie Walker.

Innovative premium watch brand Felio Siby have extended their partnership with Force India for a second year, with promises of unique brand activation events through the season.

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Hype Energy Drink have expanded their partnership within the sport for the third season in succession. With increased branding on the VJM1o in premium exposure positions.

New clothing partner Farah have joined the team, supplying a unique range of travel wear and fan range to be launched later in the season.

Eye Respect – LDNR eyewear join Force India as the official sunglasses / eyewear partner for the team, taking brand positioning on the wing mirrors of the VJM10

Forex Trading partner FXTM also join the team with branding on the rear sidepod of the car. As forex trading moves into the mainstream Force India have done well to secure a leader in the sector.

With online gambling partner W88.com and digital technology partner Orangebus also joining the team, the Force India marketing team should be more than satisfied with an impressive winter work rate!

Another interesting component of the partnerships Force India have established ahead of the 2017 season is the amount of deals which are customer facing. Increasingly partnerships within Formula One are focused on business to business relationship building or hosting high net worth individuals. Force India are establishing partnerships which incorporate a consumer facing offering. They are achieving this whilst also introducing partners with aspirational product offerings.

Formula One: Erreà Sport joins Sauber

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Italian Clothing brand Erreà Sport continue to expand their position in Motorsport in announcing a new partnership in Formula One with the Sauber F1 Team. This multi-year partnership will see Erreà Sport supply the team with all race and travel wear alongside developing a unique range of merchandise for fans of the Swiss team.

Erreà branding will be present on all teamwear clothing as well as the car covers for the Sauber C36-Ferrari set to be revealed later this month. Erreà branding will also feature on the drivers headrest of the 2017 contender and within the team environment.

Speaking on the new partnership Monisha Kaltenborn, Team Principal commented:
“We are very pleased to welcome Erreà on board as an Official Partner to the Sauber F1 Team. A successful family business, Erreà maintains its position as an important player in the competitive sporting goods industry. State-of-the-art manufacturing techniques are the key for success – not only in the sporting goods industry, but also in Formula One. Erreà and Sauber have valuable attributes in common: the ambition to strive for innovation, quality and perfection combine the values that both brands live by every day. We are looking forward to a successful partnership in the future.”

Angelo Gandolfi, President, Erreà Sport Added:
“In Sauber F1 Team, we see a like-minded, ambitious team. We look forward to bringing our experience in the development of unique merchandise and original teamwear design from other sports such as football, volleyball, basketball and rugby to the team. We are tremendously excited to be working with the team as they set out to return to former successes. We are proud to have been selected as a partner to join them on this journey. 2017 will see Formula One race cars look radically different to anything seen in recent years. We look forward to the launch of the Sauber C36-Ferrari and the Erreà brand taking position on what promises to be a dynamic new livery for our Swiss partners. The Sauber F1 Team represents a level of professionalism we have experienced only at the very pinnacle of other sports in which we work. We look forward to launching our first range of merchandise to fans of the team and fans of the sport in the coming weeks.”

For more information on Erreà Sport follow this link

Formula One: Ricciardo’s first run of the year

Red Bull Racing and Daniel Ricciardo recently completed a demonstration run at the ExxonMobil head office in Houston with Mobil One’s the grid there to film all the action. In this first public event between Red Bull Racing and ExxonMobil staff and guests were treated to a series of demonstration laps in the infamous Red bull Racing show car.

Fans of F1 livery design will note this is the first official time ExxonMobil branding, in the form of Mobil One, Esso & Exxon have been seen on a Red Bull Racing F1 car. The positioning replicates that of the teams previous fuel and lubricant supplier. It is highly likely that the livery seen in this demonstration run will be the livery the team use across 2017.

Getting behind the wheel of any racing machinery after the long winter break is always a thrill for F1 drivers, Ricciardo’s joy in taking part in this event (despite the temperatures) is clear for all to see!

As the season gets underway it is expected that similar to other sponsors transitioning from rival teams to Red Bull Racing, ExxonMobil will be keen to embrace the party lifestyle of the brand in a bid to engage with a younger demographic. It will be interesting to monitor how this evolution in Formula One activation by the brand takes shape.

From a business to business perspective, Red Bull Racing don’t (yet) have an automotive manufacturer backing the team, a typical B2B partnership opportunity for a Fuel & Lubricant supplier. The form of partnership we can expect Red Bull and ExxonMobil will be around the Energy drink becoming a prominently displayed / preferred beverage in all Esso / Exxon service stations in the months and years to come.

 

Formula One: Mclaren launch RM 50-03

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Mclaren Honda, in collaboration with timepiece partner Richard Mille, have created a one-off Graphene inspired livery to celebrate the launch of the special edition Mclaren RM 50-03.

The RM 50-03 Tourbillon Splits Seconds Chronograph Ultralight McLaren F1 weighs less than 40 grams, making it the lightest mechanical chronograph ever made. It’s a landmark that’s been achieved through the use of cutting-edge technical materials – titanium, carbon-fibre, and the introduction of an entirely new material into the world of watchmaking: Graph TPT, composed of Carbon TPT  and a newly discovered material called graphene.

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Speaking at the launch, held at the SIHH event in Geneva, Richard Mille, CEO of Richard Mille Watches, said:

“We couldn’t have dreamt of a more fitting partner in terms of image than McLaren. It’s an organisation that strives to achieve perfection – whether it be in research and development, aesthetics or execution, right down to the smallest detail. With our 10-year partnership, we’re really only at the beginning of exploiting the opportunities and know-how that exists between both our companies.” 

Zak Brown, Executive Director of McLaren, added:

“We’re absolutely delighted to be able to celebrate the collaboration between McLaren and Richard Mille with such a stunning and cutting-edge piece of watchmaking. The RM 50-03 really is a world-first: the lightest mechanical chronograph ever made, and the first watch in the world to incorporate graphene. Like McLaren, the Richard Mille brand is all about seizing every opportunity to challenge our prevailing notions about technology: in such a short period of time, Richard and his team have created a unique niche for themselves in the horological world, and this new watch pushes them even further ahead of their contemporaries.”

The RM 50-03 McLaren F1 will be produced in a numbered limited edition of 75 pieces and will be available only at Richard Mille boutiques. Each watch will be accompanied by a 1:5 scale model of the 2017 McLaren-Honda car driven by double-world champion Fernando Alonso and Stoffel Vandoorne.

Further information on the Mclaren Richard Mille partnership and details on the RM 50-30 can be found here.

Fans will be hopeful that with a refreshed management structure, Mclaren will take inspiration from this one off livery when signing off plans for the 2017 vision for the racing livery.

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Formula One: One last ridiculous Santander ad for Jenson Button!

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Jenson Button’s F1 Racing Career may have come to an end on lap 12 of the 2016 Abu Dhabi Grand Prix, but those sponsorship commitments are far from over.

In recent years Santander UK and Jenson Button have developed a reputation for putting out adverts so cringe worthy they are almost good. In what could be Jenson’s final advert for the bank every effort is made to surpass his earlier efforts!

So for the Jenson Button fan struggling to come to terms with his retirement sabbatical, check out this clip from Santander UK:

While you are there, why not enter the competition too, who knows maybe Jenson will deliver an unexpected Christmas present just for you!

For more from Santander UK head to bank’s website here

Formula One: Felio Siby join Sahara Force India as official “Lifestyle Partner”

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Luxury design house, Felio Siby, has announced its multi year corporate brand sponsorship of the Sahara Force India Formula One race team.

The Miami based luxury purveyor of apparel and high-end accessories for men and women has formed a unique partnership with the UK based team – a business alliance considered to be the first of its kind in the world of Formula One.  Sahara Force India welcomes Felio Siby as the team’s official Lifestyle Partner, whereby the independent fashion house has designed a limited edition timepiece for race team members to commemorate the exclusive partnership.

The Sahara Force India Watch by Felio Siby is the first Formula One team endorsement for the luxury design brand and a crowning achievement by Miami-based company founder and CEO Dominique Siby, from Gabon in Africa. The multi-year lifestyle partnership has given naming rights for the Felio Siby logo to appear on the Sahara Force India Formula One racecar throughout the 2016 season and beyond.


We are thrilled to join forces as the official Lifestyle Partner for Sahara Force India,” says Dominique Siby, Founder and CEO of Felio Siby: “This year comes with great emotional significance for me, being the ten-year anniversary of my father’s passing. Working with a Formula One team was a project we always wanted to do together. I dreamed of being part of this sport since I was a child, watching the timeless battles between Ayrton Senna and Alain Prost.  This partnership represents our joint pursuit of world class performance and precision engineering and we look forward to sharing our Sahara Force India Watch with the world.”

Vijay Mallya, Team Principal and Managing Director of Sahara Force India says: “A luxury watch-maker and a Formula One team are a perfect match: both pursue excellence, have absolute attention to detail and work to produce awe-inspiring machines through the wonder of human ingenuity. We are delighted to welcome Felio Siby to our family and we are looking forward to sharing the successes of a long and fruitful partnership.”

Dominique Siby experienced his first Formula One competition at the Singapore Grand Prix in 2012 and soon converted in to an avid enthusiast.  His dream was to design a watch for an F1 team but this vision turned out to be a much larger corporate venture unbeknown to the founder.  After speaking to the Sahara Force India Team Principal, Vijay Mallya in February 2016, it was agreed that Felio Siby was an ideal match, not only as a team car sponsor, but as the team’s official Lifestyle Partner. By May 2016, Dominique had the team’s official timepiece designed in Switzerland and ready to be unveiled at the Monaco Grand Prix.

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Black and orange has been chosen for the Sahara Force India Watch – to reflect the race team’s official colors. The mounted figures 1 and 7, outlines of the two inner circular dials and both hands of the watch itself are all given a distinctive white finish that provide a bold contrast upon the black “Cotes de Geneve” Hexagonal decorative facial engraving, on which the .2-carat diamond is set. A stylish orange trim is positioned around the outside of the watch face, and a small window to reveal the inner organs of the watch’s Vaucher Manufacture Fleurier Swiss movement can be seen above the center. The Sahara Force India logo is placed in white at the 3 o’clock position, as a stamp of authenticity.  Casing made with black Titanium also features the Felio Siby signature crocodile imprint, and a premium quality black rubber watchstrap reinforces its sporty design. With a self-winding power reserve of 50 hours and weighing only 80 grams, the limited edition Sahara Force India Watch by Felio Siby is priced at an eye watering $150,000 and is now available

As an official race team sponsor, the Felio Siby logo and corporate identity was first seen on the nose of the VJM09 Force India F1 racecar at the Russian Grand Prix in May this year, prior to the watch being unveiled with both drivers during the Monaco Grand Prix.

Additional Felio Siby product lines are in development by Dominique for the Sahara Force India F1 team, including a series of travel accessories, as part of the Lifestyle partnership

Click here for more information on Felio Siby and to check out the Force India range.

Formula One: Scuderia Toro Rosso switch to ExxonMobil

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Following the announcement that Red Bull Racing have entered into partnership with ExxonMobil from 2017 as the teams Fuel and Lubricant supplier, JWGP can confirm the partnership will extend to a supply agreement for Scuderia Toro Rosso.

At this time it is not clear if the supply agreement will include the use of ExxonMobil or associated businesses branding on the STR 12, but sources at Red Bull Racing have confirmed the supply partnership.

With Scuderia Toro Rosso returning to Renault power unit supply for 2017, following the 2016 campaign in which a 2015 Ferrari power unit was used, Italy’s second team is expected to make significant strides up the grid. Toro Rosso are yet to indicate how the 2017 power unit will be badged. It is understood the power unit has been made available under the same agreement as Red Bull Racing allowing the team to sell the naming rights for the Power Unit, as seen with Tag Heuer and Red Bull Racing. With performance improvements expected such naming rights could prove highly valuable to an existing team sponsor seeking to increase exposure.

Whilst unconfirmed, Renault Sport F1 are not expected to make any changes to their fuel and lubricant supplier TOTAL. The team have confirmed they have made provisions to homologate the 2017 Power Unit for 2 fuel and lubricant suppliers. Such a move will set in motion a separate Power Unit development programme between the Red Bull owned teams and the works Renault Team and could form the basis for an as yet unnamed engine manufacturer entering the sport through the back door….