This might be a useless topic but anyway.
Why DHL or Johnnie Walker are sponsoring F1 while the broad audience is decreasing?
How much ROI do they really get in order to carry your ad time is reducing?
What i noted when i travelled to GP is one thing:
- All beer stand are Heineken
- All spirits stands are Johnnie Walker
- All tickets are shipped exclusively through DHL
- All tobacco stands are Philip Morris International
My take is that what they loose in tv exposure, they gain on hard cash through hardcore fan spendings.
Interestingly Mclaren press release about Coca Cola partnership is telling
The partnership will pair the McLaren Formula 1 team with multiple brands across different beverage categories. Throughout the season, Coca-Cola will develop consumer events, activities at the points of sale, online promotions, and communication.
I would not be surprised if all non alchoolic beverage stand are branded with Coke brands in F1 track this year.
Is this the way F1 is still able to sustain through pay TV?
Is the money coming from the fans spent at track keeping the whole system alive?
Is it the future?
How much time they can sustain that?