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GP Week : Issue 185
F1 >>> BUsInEss Finding sponsorship can be tough for a mid-grid F1 team. unable to match the consistently high performance of a front- running team, the smaller outfit cannot offer sponsors the same level of exposure as its bigger counterpart. For this reason an impressive one-off performance can mean much more than just points for a mid-grid team. This is a scenario that Sauber experienced on several occasions in 2012 and its performance at the German Grand Prix – where Kamui Kobayashi and Sergio Pérez finished fourth and sixth – is a typical example of this. The result made Sauber the best value for money team of the race, spending just $233,000 per point it scored, less than half of that of nearest rival Lotus on $552,667. It also had the best value drivers. Kamui Kobayashi’s career-best fourth place meant he was the best value driver of the German GP, costing Sauber just $2,083 per point he scored. Pérez was the second best value driver, costing Sauber $3,125 per point. The result was also good news for Sauber’s sponsors. Its principal partner, Mexican telecoms firm Claro, gained exposure from the race worth $1.9m if it had been purchased as TV advertising slots, making it the 14th best exposed brand of the race. Another sponsor, Telmex was the 20th best-exposed brand, with coverage worth $1m. This compared to the previous race, the British Grand Prix at Silverstone, where Claro was only the 19th best-exposed brand with coverage worth $0.9m and Telmex was 23rd with $0.5m. During this race Pérez retired and Kobayashi finished only 11th. Claro spends an estimated $20m annually on its Sauber sponsorship and Telmex an estimated $15m so a race like Germany makes a significant contribution towards giving its sponsors a strong return on their investment. However, despite this success, Sauber’s partners were still a long way off being the best exposed brands of the race. Santander was the top brand, with coverage worth $23.4m generated by its Ferrari partnership and title sponsorship of the German GP. It was the third race in a row that Santander was the best- exposed brand. In second place was Red Bull with exposure worth $17.1m from its branding on the Red Bull Racing and Toro Rosso cars. Jenson Button’s second place was good news for McLaren title sponsor Vodafone, which gained coverage worth $8.6m making it the third best-exposed brand of the race. However, all these brands spend significantly more on F1 than Sauber’s partners making the race a major triumph for the Swiss team. FIVe BesT-eXPOseD BRANDs – GeRMAN GP 2012 Brand Team(s) / Race est advertising value equivalent of exposure 1 Santander Ferrari, German GP $23,428,945 2 Red Bull Red Bull Racing, $17,062,380 Toro Rosso 3 Vodafone McLaren $8,591,554 4 Ferrari Ferrari $6,303,121 5 Petronas Mercedes $5,680,255 Best-exposed team Ferrari $19,223,730 TeAM sPeNDING PeR POINT RATIO: 2012 GeRMAN GP Team Points estimated spending per point (us$) 1 Sauber 20 $233,000 2 Lotus 15 $552,667 3 McLaren 18 $746,667 DRIVeR VALue FOR MONeY: 2012 GeRMAN GP Driver Points estimated cost per point (us$) 1 Kamui Kobayashi 12 $2,083 2 Sergio Pérez 8 $3,125 3 Nico Hülkenberg 2 $6,250 As F1 prepares to head to the Nurburgring, Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s German Grand Prix The business of F1 brands MeTHODOLOGY Brand exposure By using the lap-by-lap performance of each team along with the extent of sponsors’ exposure during a given race, Formula Money calculates the advertising value equivalent of team sponsorships factoring in the effects of race performance on brand visibility. The focus of the data is not time on-screen but is instead the global media value of each sponsor’s exposure. The data covers all brands featured on the 2012 F1 cars, including sponsors, team owners and engine manufacturers. The data also includes the exposure achieved by the trackside advertisers at each race. The data is race-performance based so exposure is calculated for the duration of the race only and excludes branding of on-screen graphics. Team spending per point This data shows the ratio of the number of points scored by each team in the 2012 German Grand Prix to the level of resources that team had available to it for the race. Team resources estimates are based on Formula Money’s estimated 2012 team total resources. Driver value for money The drivers’ cost per point is calculated by dividing a driver’s average pay for the race by the number of points he scores there. Driver cost estimates are based on Formula Money’s estimated 2012 team driver salaries. Data provided by the Formula Money ROI Review: www.formulamoney.com 11 GPWEEK.com // 11 GPWEEK.com // PARTNERS: