Biggest marketing failure since "New Coke"...
As an engine partner, they had nothing but praise the past 10yrs.. now.. yeah.. nothing but absolutely negativity in media, twitter, and forums. Spending 100's millions to be the laughing stock of a marketing program is pretty tough to take on the chin.
BMW was doing much better and decided to call it a day when F1 dumbed itself down...
Toyota and Honda very quickly realized it's not a marketing advantage for sales to be in F1.
With the exception of Ferrari, I don't think anyone makes any money or increased sales from being involved in F1.. maybe.. Vodafone is the other for brand awareness.
It's a boys club.. and decisions are usually driven by wanting to a member and not necessarily about wise marketing decisions. I'd even go as far as to most of the time - the ROI is very much a loss and in the negative. For every dollar spent, they probably don't even break even and it's costs sponsors money to be involved.
So if Hugo Boss spends 20million, I doubt very very highly that it translates into 21million of additional revenue netting a 1million dollar profit. It's about being to say.. you're involved.. However, ever being able to get accurate numbers from any sponsor will be impossible. I've been involved in million dollar sponsors deals (not in auto racing) and can tell ya, it's an ego thing usually then based on sound financials.
Edited by Paco, 18 November 2012 - 22:58.