11 replies to this topic

[taran]

Does it pay for a sponsor to associate with a particular driver? Are there any marketing synergies? Brand recognition increases? Does it even matter?

In America certain drivers seem to be linked with sponsors (Mears-Pennzoil) (Fernandez-Tecate) (Earnhardt-Goodwrench) but in F1 that hardly seems the case. I can only think of 1 definate case, one possible and many permutations.

Jacques Laffite and Gitanes seem to be forever linked.
Michele Alboreto seemed to be a Marlboro Man. He left Tyrrell because uncle Ken got Camel sponsorship but surfaced with Larrousse that also had Camel sponsorship. Never got to the bottom of that!

They there are the great ones. Senna had minor sponsorship from Marlboro in 1984, then went to John Player Special for 85/86. Got Camelized for 1987 and then went red-white for 1988 and beyond. Just when he seemed to be Marlboro forever, he upped and joined Rothmans.
Mansell has JPS, Barclay, Camel, Rothmans and Marlboro on his resume.
Alesi started out as a Marlboro driver, went to Camel, returned to Marlboro, left for Mild Seven and ended up with Gauloises.

These are just a few examples.

But it would seem that from a marketing standpoint, drivers are pretty interchangable.
Wat does the learneth forum say? Any marketing guru’s amongst us?

[arcwulf7]

not a marketing guru, but don't know why you left out Michael Schumacher and Marlboro, who have bankrolled his career from 1996 to his prospective retirement at the end of 2004, at a committed cost approaching $300 Million, the most lucrative by far in motorracing history. Seems pretty steady to me.

[Zoe]

Senna had a personal sponsorship from Nacional (I think a Brazlian bank or so). Interestingly enough this went directly to Senna, not via any of his teams; I think it was Williams who was p*ssed because he couldn't sell this advertisment space (mainly on the overall) to any of his teams sponsors.

Concerning the markteing value of drivers, this shouldn't be underestimated, however I think this is more obvious in the US than in Europe. When I think of Paul Tracy, I think of "KOOL" (cigarettes), Michael Andretti still sounds like "K-Mart" to me, Zanardi, Vasser were the "Target" boys and so on.

In my opinion West cigarettes are making best use in F-1 of the association with a prominent driver with Mika Hakkinen. Then there is German telecom company "D-1", also with Mika.

Zoe

[king_crud]

Senna has Nacional the whole way through his career, which i believe are a Brazilian bank. If i ever see Nacional i think of Senna (actually come to think of it, I only ever see Nacional on Senna).

Schumacher and his Dekra hat did pretty well. People used to buy Dekra hats from the GPs because everyone knew they were MS, but they never really mention MS on them.

Can't think of anymore off the top of my head now, although others may have some.

[Clatter]

There are numerous examples of sponsers paying the drivers salary or paying for personal sponsership. Some drivers do try to keep the personal deals to a minimum so that they dont have to do too many sponser days, DC is one of those.

Personally I have never associcated any driver with any particular brand or product, to me thats more a team thing.

Marlborough= Ferrari (was mac)
JPS=Lotus

[andy_bee]

its not so apparent as it once was, but it still happens.

Basically, there are three options for a sponsor.

Sponsor the team
Sponsor the team, thru a driver
Personal sponsorship on a driver

Companies like Lost Boys, Orange, adlledgly sponsor the team through the driver. Repsol was a case in point. The sponsor came with de la rosa and orginally became a team sponsor.

Someone like L'Oreal, Technogym, Dekra are true personal sponsors. They sponsor the driver and will get branding on the helmet or suit. Not all teams allow this btw. DC hasnt had a personal sponsor for quite a few years. Ferrari, Jordan and the smaller teams dont seem to mind.

Another wee point, Laffite only had Gitanes (Gaulousies owned by same co.) when at Ligier.

Andy

[Dudley]

Mazzacane - PSN
Alonso - Lease Plan
Diniz - Parmalat

Although one of those appears to have broken down.

[Hi Test]

I think Rubens is sponsored by Kleenex and Jacques by Gillette...

[mhferrari]

Andretti carried KMart to F1 in 1993.
Nacional was on Senna's helmet and overall.

There goes the McLaren 1993 team.

Thats about it.

[Mila]

Lauda: Parmalat (that hat must be crusty by now).

Rosberg: ICI, and Marlboro (his lungs must be as crusty as Lauda's hat).

[Real Estate Queen]

JPM - Ponymalta (Colombian energy drink)

[andy_bee]

Originally posted by mhferrari
Andretti carried KMart to F1 in 1993.
Nacional was on Senna's helmet and overall.

There goes the McLaren 1993 team.

Thats about it.

Andretti also brought Dirt Devil as well.