Tag Archives: Sponsorship

Formula E: Raising the Bar in Motorsport Sponsorship

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Season Four of the FIA Formula E World Championship resumes this weekend with the third round in the calendar coming from Marrakesh. As the first major motorsport event of 2018, now is a good time to reflect on the success of the championship and explore how Formula E’s approach to partners is changing the face of motorsport sponsorship.

As motorsport goes, Formula E is a Championship still very much in its infancy. When considering the achievements of the championship, this fact is something many forget. Over three seasons Formula E has established a global audience in excess of 200M, this compared to Formula One which using the same metrics reported an audience of 350M across 2017 is hugely impressive. On average, Formula E appeals to a younger audience, with a gender split whilst still leaning towards males is far more balanced than any other form of motorsport. The city-centre, single day format has proven successful, as have affordable ticketing policies. Attendance of an ePrix is successfully positioned as a family event.

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The level of manufacturer support Formula E has achieved since its inception has exceeded all expectations. Championship management targeted 4-5 OEMs to have committed to the championship by season five. With DS, Jaguar, NIO, Mahindra, Audi, Renault (set to run as Nissan from next season) Venturi, BMW, Mercedes, and Porsche now involved, the championship finds itself in the position of having the most manufacturer-backed entries in any form of motorsport. Of course championship management acknowledge manufacturer support is cyclical, but Formula E represents a unique platform for manufacturers to showcase Electric Vehicle technology in a cost-controlled environment. The appeal of the championship goes beyond racing, Formula E gives manufacturers access to an audience demographic they would otherwise struggle to connect with. There is every reason to expect the current level of manufacturer support to be sustained.

Season Five will see the most significant change in the championship to date. In a bid to keep team costs under control, Formula E limits the development of components on a season by season basis and in some cases mandates the use of standard equipment across all teams. Through season five, two of the most significant standard elements will be upgraded, in the battery and the car itself. Whilst both elements will remain standard items, significant improvements in battery technology will remove the requirement for a mid-race car change, alongside delivering a sizable increase in performance. With the new car, Formula E promises to amaze fans with a futuristic design incorporating FIA mandated cockpit safety structures in a fully integrated design concept. The new look championship promises to leave other forms of motorsport looking old-fashioned by comparison.

Following the lead of Mumm Champagne, long time partners of Formula One including Allianz and Hugo Boss continue to transition towards Formula E. This shift is due in part to the way in which Formula E engages with its audience and has positioned itself at the forefront of the conversation around Electric Vehicles. The technology demonstrated within Formula E is perceived to be of greater relevance to the future of the automotive industry and as a consequence, has positioned itself as a sport which a broad and diverse audience can engage with. Free from shackles of history, the Formula E message evolves with it’s fans. This open and dynamic approach sits well with the marketing teams behind the championships growing list of partners and continues to attract new partners to the sport.

Formula E and its approach to fan engagement has not gone unnoticed.  2017 saw Formula One announce a partnership with premium partner Carbon Champagne. In attempts to build awareness of the F1 – Carbon Champagne partnership, CEO, Alexander Mea has acknowledged taking inspiration from the Formula E podium celebrations. Carbon have already employed ideas such as the use of a DJ to build atmosphere around the podium (as seen at the Mexican Grand Prix), to branding the cool down room and presenting drivers through the crowds to increase visibility. Formula E and its partners have inspired the established brands to up their game to maximize any return on investment.

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Engagement extends far beyond the podium ceremony, for race attending fans the eVillage supporting every ePrix provides an area for championship partners to engage with fans, delivering both tangible sales and the ability to build brand awareness. Formula E encourage championship partners and local partners to embrace the eVillage and its captive audience of fans. Beyond the eVillage is the The EMOTION Club.  Formula E’s unique take on the VIP paddock life experience. In contrast to other forms of motorsport where team and championship guests are hosted in separate motorhomes or paddock buildings, Formula E, through the EMOTION Club, have created a shared environment in which all guests and partners are together, facilitating an environment which truly lends itself to the development of new business to business partnerships and allows guests to maximize their experience from both an entertainment and commercial perspective. Formula E has always been keen to ensure all brands and partners involved with the championship have every opportunity to maximize their position in the sport. Success in this open approach is evidenced by the fact that to date, all partners joining the championship have chosen to renew and extend their commitments.

Another great asset of Formula E is its relationship with the media.  Of course the sport has it doubters and critics, but media reporting from within the championship hold Formula E in high regard. Motorsport will be criticized irrespective of any decisions taken, but Formula E seeks to balance this by engaging with the media, explaining the strategy of the championship, ensuring a feeling of inclusion and community. Many journalists have been a part of the championship from the very beginning, they feel part of the championship and their value in its continued growth does not go unnoticed by championship management.

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With the imminent announcement of title sponsorship of the entire Formula E Championship, Formula E management can be proud of what has been achieved. Formula E continues to outperform rival motorsport championships in terms of its reach and engagement. Founding partners including Qualcomm, DHL, Michelin, and Mumm Champagne continue to be rewarded for their willingness to embrace a new form of motorsport. As the championship grows, so will their return on investment.

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Formula E: Julias Bär confirmed as Title Partner for the Zürich ePrix

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Julius Bär – leading Swiss private banking group and Global Partner of the FIA Formula E Championship – has today been announced as the title sponsor for the historic first running of the Julius Bär Zürich E-Prix.

The electric street racing series will be bringing circuit racing back to Switzerland for the first time in over 60 years, with the inaugural Julius Bär Zürich E-Prix set to take place on June 10.

With its headquarters in Zürich, Julius Bär has been Formula E’s global partner since the inception of the championship in 2014. Julius Bär has been instrumental in bringing Formula E to the streets of Zürich for the very first time and have acquired the naming rights for the inaugural race.

Gian A. Rossi, Head Switzerland at Julius Bär, emphasises the Bank’s pioneering spirit and its commitment to future technologies as the main reason to support Formula E and the Zürich E-Prix: “Formula E is an investment in our society’s future. The racing series serves as a test bed for innovations advancing the future of mobility and ‘smart cities’. We firmly believe that in a country whose flair for innovation is the secret of its success, the racing series will generate great interest and underscore the image of Switzerland as a hotspot for technology. The decision to pick Zürich to stage the race is the right one – after all, it is a flagship for research and innovation as home to ETH, one of the two Swiss Federal Institutes of Technology, as well as being the country’s largest city.”

Racing had previously been forbidden in Switzerland for decades, with the last event taking place at Bremgarten circuit in 1954. However, a law change in 2015 lifted restrictions on fully-electric racing and paved the way for Formula E to bring electrifying wheel-to-wheel action to the streets of Zürich.

Alejandro Agag, Founder & CEO of Formula E, said: “It’s only fitting that at such an historic moment in the championship and for motorsport in general, one of the main protagonists in bringing racing back to Switzerland for the first time in over 60 years, has put its name to the first-ever Julius Baer Zürich E-Prix. Since even before the first race in 2014, our global partner has believed in the concept of electric street racing and has been instrumental in making the championship what it is today. Formula E makes history at every race, but on June 10, Formula E becomes the first category to bring back professional circuit racing to Switzerland – none of this would have been possible without Julius Baer and the vision of electric racing.”

Sebastien Buemi, Renault e.dams driver and proud Swiss, with his country’s flag emblazoned on his helmet, has stood on the top step of the podium 12 times before in Formula E, and will be looking to not only secure the Julius Bär pole position award, but put his name in the history books as the first professional circuit racer to win at home in over six decades.

“I cannot wait to be able to race on home soil – it’s something no other professional circuit racer has said in 63 years! The atmosphere of racing on the streets, coupled with having your home crowd cheering you on is something I’ve never experienced before and this will be one of my dreams achieved – I can’t thank everyone enough who has played their part in bringing racing back to Switzerland; from the city, the fans who have supported this, Julius Bär and Formula E,” the 2015/16 champion said.

Head to the Zürich ePrix website for all the latest on the event and to order your tickets, by clicking here

Formula One: Scuderia Ferrari IQOS

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Following yesterday’s article in which the prospect of Scuderia Ferrari carrying IQOS branding was explored, designer Sean Bull got in touch to share his vision of a possible 2018 livery for the Scuderia.

Philip Morris International, as title partners of Ferrari, will likely seek to include IQOS naming rights within a partnership announcement in order to maximise coverage and brand exposure. As such the team may well be referred to as Scuderia Ferrari IQOS, following the previous Scuderia Ferrari Marlboro naming convention.

Sean‘s concept livery harks back to Ferrari livery style of the early 90’s using black as a secondary colour throughout the design. The use of black on the front and rear wing would likely appeal to the team’s designers, with the fine detail of aero intricacies being more difficult to make out in rival team ‘spy shots’.

It remains to be seen if Philip Morris International will seek to promote its e-cigarette business through Ferrari in 2018, based on fan response to the rumour, the move would be positively received.

Click here to check out Sean on Twitter for more motorsport livery work.

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Formula One: Missing Sponsors

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As the clock struck midnight on December 31st 2017, many sponsorship relationships throughout the F1 Grid reached their conclusion. In the coming weeks and months, numerous new agreements will be announced at both a team and championship level as attention focuses on the season ahead. For myself as a lifelong fan of the business of Formula One, now aspiring to develop a career in this side of the sport, this period between commercial contract expiry and new contract announcements can be fascinating.

No team will encourage media to make a story out of the end of a partnership, so don’t expect any press releases confirming a departure, instead head to the partner’s section of the website of the team you follow and see if you can spot the brands or names suddenly missing from the list.

A well-publicised partnership expiration is that of the relationship between Santander and Scuderia Ferrari.  A partnership many believe will be replaced by the promotion of long-term team partners Phillip Morris introducing e-cigarettes to Formula One with the brand IQOS. If true, e-cigarettes could represent a high-value sector of sponsors for F1 moving forward, assuming advertising challenges can be overcome, and OEM’s including Mercedes and Renault are comfortable with the association.

Intriguingly, whilst Santander has been removed from the Scuderia Ferrari Website, it remains on the McLaren (no longer McLaren Honda) website. Santander, whilst no longer a brand represented on the McLaren livery have been partnered with the Woking based team since Alonso first joined the team in 2007.

Can you spot any other team websites with mysteriously missing partners? There are some out there which may surprise…

Formula One: Underestimate me at your peril – Marchionne to F1

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Underestimate me at your peril. The resounding subtext pointed in no uncertain terms towards Chase Carey and Formula One from Sergio Marchionne at the launch of Alfa Romeo’s title partnership relationship with the Sauber F1 Team this weekend. 

The long rumoured return of Alfa Romeo to Formula One with the Sauber F1 Team was finally confirmed earlier this week. The announcement of the return was closely followed by an invitation to the worlds motoring media to attend a press conference in Milan. On the face of it, the objective of this event was to confirm 2018 Sauber F1 Team drivers Charles Leclerc and Marcus Ericsson with Antonio Giovinazzi taking on a 3rd driver role and to unveil the 2018 livery theme. What transpired was a master class in negotiation from Chief Executive Officer of Fiat Chrysler Automobiles (FCA) Sergio Marchionne.

After a period of observing, tinkering, and to some extent grandstanding, the final races of the 2017 Formula One season have seen Liberty Media begin to share their vision for the future of Formula One. Until now, key protagonists set to be impacted by this vision have largely kept their views to themselves or at least limited opinions to isolated sound bites. Sergio Marchionne and FCA, have now firmly stuck their head above the parapet to makes themselves and their views clear for all.

Elaborate team and sponsor launches are something which for many had been consigned to the history books with the vast majority of team unveiling now taking place minutes before pre-season testing on a chilly pitlane in Barcelona. Yet this weekend saw the team finishing plum last in the championship host over 400 media representatives from all over the world at the Alfa Romeo Museum situated just outside of Milano launch a sponsorship less than one week after the end of the season. With media from the US being flown in First Class with 48 hours notice, it would be conceivable to say that the budget of this single event exceeded the marketing and activation budget of the team for the entire season. Sergio Marchionne wanted an audience for his message, and he wanted his audience to leave the event singing his tune.

In addition to the media contingent, Sergio Marchionne and FCA invited newly reappointed FIA president and former Scuderia Ferrari Team Principe Jean Todt to attend and speak at the event, alongside Formula One CEO Chase Carey, with Sauber F1 Team owner Pascal Picci. So with the stage set, Sergio Marchionne opened the event, in Italian, focusing on the great news of Alfa Romeo returning to Formula One. This was followed by Mr Todt waxing lyrical about the passion of the brand and its significance with motorsport. Chase Carey then took to the stage to applaud FCA for bringing Alfa Romeo back to Formula One, he acknowledged their history in the sport and spoke of his enthusiasm for their return. Then the big reveal, driver line up confirmation and an indicative view of the team livery.

What followed was pure mastery. Sergio Marchionne returned to the podium for a few more words. In the space of 10 minutes, he politely panned the Michael Buffer COTA show, make clear FCA & Ferrari did not want to be part of a ‘dumbing down’ of Formula One, asserted the sport should be focused on technology over entertainment, and what could be the knock out blow, “our partnership with Sauber is until 2021, if we don’t like the direction the sport is taking at that point, we will leave and we’ll take them with us”

This rhetoric was delivered not only to a room full of media, but squarely at Chase Carey seated directly below the rostrum at which Sergio Marchionne made his speech.

Following this, team owner Pascal Picci and team principle Frédéric Vasseur returned to the stage for an open Q&A session. I would not like to suggest any questions were ‘planted’ but the position of FCA strength ahead of any negotiations with Formula One over the future of the sport was highlighted at every available opportunity.

Of course, Chase Carey and Liberty Media did not get to where they are today by chance, I have no doubt they have more than a few tricks up their sleeve as they head into negotiations with Formula One teams over the future of the sport. Sergio Marchionne has simply set the tone of future discussions and made it very clear he is more than happy for any discussion to be made in full view of the media and the Formula One fan.

Formula One: Champagne returns to the F1 podium!

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The eagle eyed F1 fan may have noticed a new name featuring at the Monaco Grand Prix podium, that name, Carbon Champagne. As the name suggests, Carbon Champagne fits perfectly into the world of Formula One, with a unique carbon fibre surround crafted for  the premium champagne.

After Mumm Champagne transitioned motorsport involvement from Formula One to Formula E, a decision covered in detail here, Formula One Management partnered with sparkling wine brand Chandon. As followers of this website and  JWGP on Twitter, drivers and teams referring to Chandon as champagne had been a continual pet peeve of mine. With this in mind I applaud Formula One Management for bringing a true champagne back to the podium celebration.

Entering into partnership with Carbon Champagne represents a curious strategic development from Formula One Management and possibly hints towards an evolving business strategy. Carbon Champagne fits into the super premium drinks segment both in terms of quality and price point. A single bottle of Carbon Champagne costs between 10 and 20 times that of the podium product it replaces. This partnership perhaps reflects Formula One’s ambition to ensure the sport retains it’s status as the pinnacle of motorsport through association with brands unattainable to the typical fan. It is clear the sport is walking a tightrope seeking to broaden the appeal of the sport and grow the audience, whilst maintinaing and perhaps elevating its premium nature.

Typically the relationship between a champagne partner and a sports championship is more expansive than the three bottles drivers receive during podium celebrations. As a minimum, a champagne partner can expect to see all championship hospitality requirements to be purchased through this relationship. Beyond increased brand awareness earned through Formula One association, this sale will provide a clear return on investment for the brand against any sponsorship fee agreed. With Carbon Champagne this relationship could prove challenging due to the super premium price positioning of the product. Put simply, it may be challenging for Carbon Champagne to be made available within Grand Prix hospitality without increasing ticket pricing, a move unlikely to be well received by patrons of such said hospitality.

The Carbon Champagne Formula One partnership is one of the first under Liberty Media Management, however long the partnership lasts, it represents a clear statement of intent from Liberty Media. Decisions around championship partners will be made to build brand equity not dilute it.

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

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.