Racing is one of the main domains of our sponsoring effectiveness research. We map the success of various motor sport sponsorships by measuring the impact on brand growth for the sponsors. For instance, we have for years been working as a research partner for several Formula 1 sponsors. Household names like Heineken and Aston Martin draw on our insights to see what their sponsorships in the premier motor sport class deliver for the brand. Our insights thus contribute towards the optimization of the sponsoring strategy.
Similarly, we track the effectiveness of several international sponsorships in Formula E, the electric equivalent of F1. Formula E is gaining in popularity and appeals to sustainability-minded racing fans. Sponsors are keen to connect their name with the attractive combination of innovation and ambition in Formula E. Formula E sees us working together with high-profile sponsors such as Nissan and Heineken.