by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
GP Week : Issue 193
F1 >>> BUsInEss With both championships wrapped up for a fourth time in India – on this occasion with three races left to go – it’s difficult to see what will be able to stop Red Bull Racing’s charge to a fifth set of titles in 2014. While Red Bull Racing dominant form has made things difficult for other teams in-track it is also problematic for them off it. Companies like to see their logos on the side of a winning car and with Red Bull Racing winning 10 out of 16 Grands Prix so far in 2013 – including the last six races – the other teams are seeing their star wane when it comes to attracting and retaining sponsors. This is the time of year that traditionally deals are done and it cannot be easy for Red Bull Racing’s rivals to sit in a major company’s boardroom and explain why they should sponsor a team that is lagging behind. This is particularly significant for teams such as McLaren, which managed a bittersweet season-best of just fifth in India as Red Bull Racing romped to both titles. McLaren is still looking for a title sponsor for 2014 after Vodafone announced its departure. Its string of poor performances will not make its job any easier. Because of its dominance Red Bull Racing can offer better guarantees of television coverage to its sponsors than its rivals can and ultimately, when brands are paying millions of dollars, this is what counts. And there is no sign that its superior sponsor package will fail in Abu Dhabi as Red Bull was the best exposed brand at last year’s race, despite victory going to Lotus’s Kimi Räikkönen. Sebastian Vettel’s stunning third place after starting last due to a penalty in qualifying, certainly guaranteed that Red Bull Racing was centre of attention even if it didn’t win the race. As a result, Red Bull was the best exposed brand in Abu Dhabi with coverage which would have been worth $11.6m if it had been purchased as traditional TV advertising slots. This gave it the edge over race title sponsor Etihad which gained exposure worth $10.8m. Other beneficiaries from the race were the Lotus brand, which gained exposure worth $7.3m on the back of Räikkönen’s first win since his return to F1. Etihad also benefited from coverage of the race in print media publications. The airline was the title sponsor with the most coverage in the local press in the two weeks surrounding the race, with 33 articles mentioning it and F1. FIVe BesT-eXPOseD BRANDs – ABu DHABI GP 2012 Brand Team(s) / Race est advertising value equivalent of exposure 1 Red Bull Red Bull Racing $11,596,149 , Toro Rosso 2 Etihad Abu Dhabi GP $10,846,644 3 Vodafone McLaren $7,789,881 4 Lotus Lotus $7,334,254 5 Santander Ferrari $6,596,683 Best-exposed team Ferrari $12,774,005 TeAM sPeNDING PeR POINT RATIO: 2012 ABu DHABI GP Team Points estimated spending per point (us$) 1 Lotus 25 $331,600 2 Williams 14 $474,286 3 Sauber 8 $582,500 DRIVeR VALue FOR MONeY: 2012 ABu DHABI GP Driver Points estimated cost per point (us$) 1 Pastor Maldonado 10 $2,500 2 Kamui Kobayashi 8 $3,125 3 Bruno Senna 4 $3,125 As F1 prepares to head to Abu Dhabi, Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s Abu Dhabi 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 Belgian 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 12 GPWEEK.com // 12 GPWEEK.com // PARTNERS: