Aug 28 2014

Lotus Buoyed by New Sponsor for Italian,US & UAE GPs

Good news for the Lotus F1 Team, which has been buoyed by a new sponsor for the forthcoming Italian, United States and UAE Grands Prix, the multi-national electronics manufacturer Hisense.

The Hisense logo will feature on the prominent sidepod placement of the team’s E22 as well as on the air box for the Abu Dhabi Grand Prix. The branding is part of a global promotion by the world-leading provider of flat panel TVs, household appliances and mobile communications.

Matthew Carter, Lotus F1 Team CEO: “We are thrilled that Hisense has chosen Lotus F1 Team to enhance and strengthen its continued global development. Headquartered in China, Hisense has shown impressive development and worldwide expansion as a challenger brand, something which Lotus F1 Team can relate to closely as we continue to challenge on the track. Hisense has shown it recognises the value of sports marketing on several occasions and to have Lotus F1 Team identified as a key association as part of Hisense’s growth is a substantial compliment.”

Dr. Lin Lan, Hisense Vice President: “Joining with Lotus F1 Team at the Italian, United States and Abu Dhabi Grands Prix is a very exciting prospect. As we grow our brand awareness globally, we aim to use proven partnerships that we know will deliver. Formula 1, and in particular Lotus F1 Team, has huge potential and we are looking forward to working together over the coming months.”


About Hisense
Founded in 1969 as a small radio factory in China, Hisense has grown into a multibillion-dollar global conglomerate with a workforce of over 75,000 worldwide. Hisense is recognized as a world leading provider of flat panel TVs, household appliances, and mobile communications and is recognized as a top 10 player by large global institutions, such as Euromonitor, IDG, and the Consumer Electronics Association. Its 20+ subsidiaries are in the multimedia, household appliance, telecommunications, information technology, technology services, and real estate industries, while its products are sold in over 130 countries and regions throughout the world.

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Aug 28 2014

Which McLaren Driver Are You? & Collect Team Stickers Online.

McLaren Mercedes AMG F1 team is certainly building on its efforts to engage with fans, following on from the successful Tooned cartoons. The latest is a quirky quiz to see which iconic McLaren driver you are most like. Auto Race Sponsor is most like Emerson Fittipaldi, baby!

Take the quiz here


Also, the team has launched a three-year partnership with digital company 2STIC, which has been given the brief to create a new digital platform for McLaren fans to engage with the team.

2STIC has taken the fan sticker collection concept online to enable fans to collect, trade and complete their album across a wide variety of platforms –including smartphones, tablets and PCs. Scratch beneath the surface of the sticker album for exclusive content such as dynamic action shots and more traditional portrait photography through animated images and video sequences.

Go to and register for your free McLaren Mercedes album along with a few pictures to get the ball rolling. Collectors will also benefit from two free stickers daily as well as being able to purchase packs online for those who want to speed up the completion of their album. With the addition of the 2STIC app, fans can swap unlimited doubles direct from smartphone to smartphone (Face2Face).

Nigel Moss, McLaren’s licensing and merchandising director, said: “Everybody remembers collecting and swapping stickers in the playground when they were younger, and 2STIC’s dynamic and innovative digital collection takes the concept to the next level. I’m sure many McLaren fans will enjoy both sharing and compiling their own collections, while also benefiting from the exciting and innovative new features that have made 2STIC so successful.”

Frank Albert, founder of 2STIC, added: “Following successful partnerships with multiple high-profile football clubs, we are delighted to enter the exciting world of Formula 1 for the first time with McLaren Mercedes.

“The team’s fantastic pedigree and heritage, and its strong following make it the perfect match for our debut at the pinnacle of motorsport. The collaboration will take McLaren Mercedes’ fan communication to a new level, and we’re happy to assist with enabling its fans to share and connect with one another across multiple continents and devices.”

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Aug 19 2014

Puma Shows Bernie How to Engage Fans at Chinese GP

There is a lot of comment flying around about how Bernie Ecclestone and Formula One Management (FOM) have ignored social media to their detriment, when engaging fans is all-important.

Campaign Asia magazine has done an interesting case study about how Mercedes and Ferrari sponsor Puma engaged fans at the Chinese Grand Prix.

Auto Race Sponsor finds this particularly interesting as we were there and knew nothing about it!

Apparently Puma launched a “Live Wi-Fi Leaderboard”  and positioned 10 Wi-fi routers by the Grandstands, giving each router a network name matching the names of the top 10 drivers. The Mercedes and Ferrari drivers were highlighted in association with Puma, such as PUMA – Hamilton. During the race, Puma changed the names of the networks to match the live timing so users could see an updated list of who was leading timing just by refreshing their phone’s list of available networks. Apparently it racked up 54,500 connections by more than 32,200 mobile devices during the race and Puma claims that awareness of its sponsorship of the teams increased by 22% on the back of this promotion, which had zero media spend.

We wish we’d known about it at the time! With the demise of Kangaroo TV at most races (a little TV where you could listen to commentary and watch the TV coverage and select drivers etc) then it’s quite difficult for fans at races to keep up with what’s happening if they can’t see a video TV screen clearly. It’d be great if Bernie made every track Wi-Fi up so we can use apps like the Official F1 Timing app so we know exactly what’s going on.


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Aug 18 2014

Formula 1 Drivers’ Salaries 2014

Ahead of the Belgian Grand Prix at Spa this weekend, have a look at the drivers’ salaries, compiled by Business Book GP 2014. Daniel Ricciardo on €750,000 looks like a bit of a bargain… What do you think? Which drivers are being over or under paid?

1. Fernando Alonso (Ferrari22 M€
Kimi Raikkonen (Ferrari22 M€
Sebastian Vettel (Red Bull) 22 M€
4. Lewis Hamilton (Mercedes20 M€
5. Jenson Button (McLaren16 M€
6. Nico Rosberg (Mercedes12 M€
7. Felipe Massa (Williams) 4 M€
Nico Hulkenberg (Force India4 M€
9. Romain Grosjean (Lotus) 3 M€
Pastor Maldonado (Lotus) 3 M€
Sergio Perez (Force India3 M€
12. Adrian Sutil (Sauber2 M€
13. Kevin Magnussen (McLaren1 M€
=  Valtteri Bottas (Williams) 1 M€
15. Daniel Ricciardo (Red Bull) 750 000 €
=  Jean-Éric Vergne (Toro Rosso750 000 €
17. Jules Bianchi (Marussia500 000 €
18. Esteban Gutierrez (Sauber400 000 €
19. Daniil Kvyat (Toro Rosso250 000 €
20. Max Chilton (Marussia200 000 €
21. Marcus Ericsson (Caterham150 000 €
=   Kamui Kobayshi (Caterham150 000 €


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Aug 14 2014

FIA Formula E Launches Global Ad Campaign

One month away from the inaugural launch of the all-electric FIA Formula E Championship in Beijing, organisers have launched its global marketing campaign called Drive the Future (see the ad below).

Ad agency Dare created the push, with the idea to present Formula E as a unique and innovative new sports entertainment brand that will transform cities around the world as the season progresses. Featuring sound design by Nick Rapaccioli, the film depicts a cityscape embracing the change to electric vehicles before revealing the Spark-Renault SRT_01E Formula E car driving at high-speed.

The ad will be played on consumer broadcast networks around the globe including FOX Sports, and business audience networks including CNN and CNBC. It will also feature heavily on China’s Sina and Weibo platforms.

Utilising other media platforms,  Drive the Future campaign will incorporate a unique 600 sq m animated poster on the side of the seven star Pangu Plaza Hotel in Beijing, overlooking the streets surrounding the Olympic ‘Bird’s Nest’ Stadium

An extensive Out-Of-Home campaign will also feature across bus stops, buses and the subway throughout the Chinese capital with billboard promotions at Beijing International Airport via leading outdoor advertising company JCDecaux.

Charles Davies, Head of Marketing, said: “With one month to go before our first race, we’re very excited to be unveiling our new Drive the Future campaign for the FIA Formula E Championship. We believe Formula E has all the ingredients to appeal to a new, younger generation of motorsport fans who want to enjoy close, city-centre racing combined with the latest music and entertainment.”

Formula E is the FIA’s new fully-electric single-seater championship designed to appeal to a new generation of motorsport fans, whilst accelerating the interest in electric vehicles and promoting sustainability. Racing entirely on temporary city-centre race tracks, it uses cars capable of speeds in excess of 150mph (225kph). The first of 10 races takes place in Beijing with the season finale taking place in London on June 27 2015.

The final Formula E pre-season test takes place at Donington Park on August 19 with free admission to the public.


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Jul 18 2014

Online betting and casino company Interwetten Joins Lotus for German, Hungarian GPs

2014 – Having previously sponsored the team in 2012 from the Spanish GP onwards, Interwetten is sponsoring Lotus F1 Team for this week’s German Grand Prix and next week’s Hungarian Grand Prix, with the betting and casino company on the sidepods.

Matthew Carter, Lotus F1 Team CEO: “Interwetten is a dynamic and exciting company who recognises the value of joining us at this point in the year for two very popular and well supported races. The E22 is the best looking car on the grid and the Interwetten logo is a suitable adornment as we continue our fight on track.”
Werner Becher, Interwetten Speaker of the Board: ”For us, an international player with a long tradition in and passion for motorsports, these two races offer the ideal platform in order to present our brand in the spotlight, both in Europe and internationally. Just as Formula 1, we offer our customers sports and entertainment on the highest possible level.”

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Jul 08 2014

Long-time McLaren Sponsor Hugo Boss To Back Mercedes

McLaren Mercedes F1 Team’s 2014 woes are continuing with the defection at the end of the season of long-time sponsor Hugo Boss to rivals Mercedes AMG Petronas.

The German fashion brand’s logo has had major presence on team apparel and the cars since 1981 and team drivers are often decked out in Hugo Boss suits for promotional events and fashion shoots.

News agency Reuters reports that the move by Hugo Boss is because the brand has been working with Mercedes-Benz on marketing projects unrelated to F1 for while, and as McLaren will no longer partner Mercedes for their engines from 2015 when they switch to Honda: “it would be inappropriate for Hugo Boss to continue in partnership with an F1 competitor to Mercedes-Benz, however successful that partnership has been in the past and remains now.” – according to a McLaren spokesman.

This season McLaren were unable to secure a title sponsorship following the exit of Vodafone at the end of 2013, however racing director Eric Boullier has said: ”We are not in a position where we are struggling to get money, we are perfectly fine, obviously with Honda coming on board even more so. We have actually the biggest budget we have ever had and it is going to increase next year. So this is not a worry.”

McLaren has another retail fashion brand on board as sponsor, ASOS, seen on the rear wing.

Kevin Hugo

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Jul 01 2014

Formula E Global Launch Party

Ahead of the first test day at Donington Park this Thursday, Auto Race Sponsor was delighted to attend last night’s all new electric Formula E Championship Global Launch Party at the Roundhouse in Camden, attended by some great VIPS such as Alain Prost, Damon Hill, Sir Frank Williams, and some of the confirmed Formula E drivers such as Sam Bird, Karun Chandhok, Jaime Alguersuari, Lucas di Grassi, Sebastien Buemi and Nick Heidfeld.

CEO Alejandro Agag was quick to herald Formula E’s founding sponsors: Michelin, Tag Heuer, Renault, Qualcomm and DHL, and it was announced that a deal with BMW to become official vehicle supplier was being finalised – whereby BMW will supply a fleet of its highly advanced fully-electric and hybrid vehicles to be used as course, medical and VIP cars at all race events. Two of the manufacturer’s vehicles – the all-electric BMW i3 and the hybrid BMW i8 – which will be used at the events were also unveiled to us.

We also got to see a great little promo video (see below) of the cars being driven over Westminster Bridge, ahead of the announcement that the London race next year on June 27th will be held around Battersea Park.



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Jun 12 2014

Formula E’s TV ad is here

Formula E has appointed ad agency Dare and is launching a TV ad to promote the new Championship.

1. Leonardo DiCaprio during the launch of the new Venturi Grand Prix Formula E Team in New York

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Jun 11 2014

Brilliant Ad by Volkswagen on Danger of Using Mobile Phones Whilst Driving

Volkswagen has nailed it. This ad is spot on. Don’t use your mobile whilst driving.

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