How F1 Wears the Marks – Puls Biznesu

PB: Why are so many sponsors flocking to Formula 1?

Frederic Vasseur: It is a combination of several factors. Let’s start with the fact that this is a truly global platform – there aren’t many sporting events present across four continents, and from next season hopefully five. Thanks to this, we are available practically anywhere in the world. This is due to the huge and rapidly growing number of people interested in racing – virtually all tickets, from basic tickets to Paddock Club packages, are already sold out. The number of television viewers is also growing. The F1 series on Netflix certainly played a part in this. It opened a new chapter – it got more fans and with a new profile: until now our audience was mainly men around 50 years old. Now there are many more women aged under 30 and over. The Netflix series is a game-changer.

Football is also very popular…

Okay, also for example cycling or basketball. F1, however, gives something more – the technological aspect. In addition to the mass reach, we show cutting-edge technologies, because they are – unlike other sports – the center of attention here. In no other sport is technology so important and there are not so many innovations, and this is a very good context for many brands, in line with their strategy, especially nowadays.

Meet and listen to top sports marketing experts

Frédéric Vasseur, boss of the Sauber team, will be one of the speakers on the road to sports marketing at the Impact’22 congress, of which “PB” is co-organizer. Representatives of sports companies, experts and famous sportsmen (including Robert Kubica, Anita Włodarczyk or Maja Włoszczowska) will share their experience in creating and implementing sports marketing projects. There will also be talks about the future of sport and TV broadcasting. The congress will be held in Poznań on May 11-12, details can be found here:

Is it worth joining such a large group of partners? Your team probably has more than 30…

It’s true. The group of F1 partners is growing very quickly, both for the whole cycle and for our team. For the reasons I have just mentioned, we are becoming more and more attractive. From a team perspective, strong top tier partners are the foundation – in our case these are Alfa Romeo and Orlen, but other partners are also able to find and use the value of working with us. . They are also visible to fans.

Is F1 and wider motorsport good for all brands or do you have to be somehow tied to the motor industry?

I think for everyone. If we look at the brands that make themselves known in F1, they include the B2C brands that choose F1 because of their reach because they need a lot of visibility, but also the B2B ones that need to reach the most important personalities, the top managers of the world’s largest companies. , as these are clustered around F1. It really is a sport that achieves many goals.

How to be effective in sports marketing – a logo on a car or an outfit alone does not guarantee success.

You’re right, it’s not about the mark itself on the car. This is only the beginning, but the path to success is to create a coherent project, a platform for common activities. In our case, it was very important to develop such a project by the two main sponsors: Alfa Romeo and Orlen. Such cooperation yields the best results.

You probably didn’t hear of the Orlen brand before its F1 debut. Were you surprised by the presence of a Polish company?

I’m sure getting into F1 means a lot to Orlen. It’s probably the most recognizable brand in Poland, but it also needs global recognition, and F1 is the perfect best platform for that. In addition, the brand wants to be seen as innovative and environmentally friendly, and F1 is also perfectly suited to this. I really think Orlen fits F1 and F1 fits Orlen.

Speaking of ecology, these are the final years of watching racing as we know it. After that, will electric motor cars race?

I think we made a big mistake, not in the last two seasons, but earlier, because we neglected this topic in terms of communication. The fact is that we have by far the best engines in the world, the most efficient in terms of CO2 emissions and performance. Car manufacturers have spent billions on technological innovation, we have an energy recovery system that makes us the most advanced hybrids in the world. We work with synthetic fuel. We certainly shouldn’t be ashamed of what we are doing in F1, because we emit less CO2 than Formula E. We just need to communicate it better. Especially since for two years, in each conversation with the sponsors, we are asked about the impact on the environment and we believe that it is dramatic. Meanwhile, when you get to know the facts well, it turns out to be completely different. Thanks to the fortune we have invested in this area, we have much to be proud of.

Is the value obtained by the sponsor derived from the sports result or not necessarily?

In a way, yes, because the number and value of brand exposure depends on the position of the car in the stake. This season, for example, thanks to better results, we have twice as much media exposure as last year.

How much is the result of technology and how much driver skill?

It’s a combination. Let’s look at Mercedes this season – the car has problems and Hamilton is unable to win despite being a very good driver. The driver, however, is still able to tell the difference. In the end, only a good combination will win – even the best driver won’t win with a bad car, but if he’s not very good, it won’t do him much to drive the best.

Team budgets have been reduced since this season. Is this a good solution?

Very well. Thanks to this, the biggest teams have big profits, because they have reduced their costs by 50%, and the income remains, and maybe even more. For smaller teams this is an opportunity – it is easier for them to compete, as there is no longer a gap. This season we might not have the same budgets, but next season they will be very similar, so the competition will be more balanced. This will make it more interesting for viewers.

As a Polish journalist, I have to ask the question at the end: is there a chance to see Robert Kubica racing again in F1?

I don’t know what you would like to hear…


20 of the best drivers in the world drive in F1. Robert certainly understands cars and technology very well and is very supportive of us in that regard. His knowledge is invaluable, but don’t forget that he is almost 40 years old and after a serious accident, it would therefore be difficult for him to endure the hardships of the whole season. But having him in the squad is invaluable to us because of his knowledge and experience.

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