Partnering the Challenge – Sponsorship in Formula
1
Panasonic Toyota Racing is one team with one aim –
to succeed in Formula 1. But the team stretches beyond the
dedicated staff at its technical centre in Cologne, Germany,
to include its valued partners.
Without sponsors, Formula 1 would look very different, not
only in terms of the added resources they bring to associate
themselves with motorsport’s elite series, but also
when it comes to the technology at the heart of the sport.
It is easy to assume a Formula 1 sponsorship deal starts
and ends with a sticker on the car or a patch on a driver’s
overall, but there is much more to a successful partnership.
For its partners, Panasonic Toyota Racing offers a package
of benefits which allow them to draw maximum advantage out
of their association with the team.
As well as logos in all the right places, partners get dedicated
support to maximise their sponsorship deal, ranging from exclusive
hospitality at races and tests, to events at the technical
centre and personal appearances from drivers and team management
at their events.
Formula 1 reaches almost 3billion viewers in over 180 countries
and over 3.5million people at the race track every season,
making it an immediate attraction to companies wanting to
increase brand awareness or drive business objectives on a
global level. But as well as having numbers which appeal to
the head, it also has emotions to appeal to the heart.
Andy Fuchs, General Manager Marketing and Communications,
explains: “From the coverage point of view Formula 1
is already unique, but don’t forget the enormous benefit
and value also associated with Formula 1 - it is engineering
excellence, passion, glamour.
“All these values make Formula 1 a unique platform
and therefore a wonderful opportunity for companies who share
our passion to present themselves and talk to their fans through
this great sponsor platform.”
Panasonic Toyota Racing is proud to be associated with a
loyal group of partners, led by title sponsor Matsushita Electrical
Industrial Co Ltd, which has used its Panasonic brand to support
the team since its first season in 2002.
Panasonic has made good use of its association with Formula
1, including taking advantage of a dedicated filming day each
year to emphasise its links to the team in television adverts,
which strengthen not only Panasonic’s brand, but also
that of the team.
While brand-building is a clear advantage of a partnership
with Panasonic Toyota Racing, some partnerships adopt a more
hands-on approach. That is the case with Dassault Systemes,
which specialises in 3D and Product Lifecycle Management tools
and has partnered the team since the start of its Formula
1 era.
Dassault Systemes’ products help the team design new
car parts faster than ever but the partnership works both
ways. President John Howett explains: “We look at all
partnerships as a win-win opportunity and we are delighted
with our partnership with Dassault Systemes.
“We need the know-how and technology they bring us
in terms of system development to enable us to push the boundaries
of our performance, and we hope we give them reciprocal challenge
because of the high level of performance required in Formula
1.”
A new partner for 2007 is Kingfisher Airlines, which has
enthusiastically promoted its association in one of Formula
1’s emerging new markets, India.
Kingfisher Airlines CEO Dr Vijay Mallya has become famous
for holding extravagant parties in glamorous locations in
Monaco and Istanbul, which have attracted celebrities and
VIPs.
Dr Mallya says: “Kingfisher Airlines sponsors the Toyota
Formula 1 team and so it adds to the Formula 1 glamour and
experience, which will only enhance our sponsorship.”
And by using images of the Panasonic Toyota Racing team in
their advertising and promotion, as well as emphasising their
connection even further with Formula 1-related competitions,
Kingfisher Airlines is making the most of its partnership.
As Andy Fuchs says: “The beauty of Formula 1 is that
while building a global platform, partners also have the opportunity
to activate on a local basis, whether that is when a race
is hosted or in the case of Kingfisher Airlines we see there
is a multitude of creative ideas of how Formula 1, and especially
their relationship with Panasonic Toyota Racing, is activated.”
The attraction of Formula 1, of course, is in seeing the
action live, and Panasonic Toyota Racing partners have the
opportunity to get closer than ever before.
Exclusive hospitality at the race or test track can also
be combined with access to the pit garage during practice
sessions, or garage tours to see what really goes on behind
the scenes. These exclusive offers are not available to the
general public and make for a unique experience.
Partners are part of the team, and at the annual pre-season
event, they share in the focus when the new car is revealed
to the worldwide media, as well as thousands of fans who watch
the action via webcast.
But to really understand what it takes to compete in Formula
1, what better place than the team’s technical centre
in Cologne? As one of only two teams to manufacture the entire
car under one roof, a guided tour gives a rare insight into
motorsport.
Guests can even arrive in true Formula 1 style on board the
official team bus, as part of the team’s partnership
with MAN, and its bus division NEOMAN.
For valuable contacts, deserving employees or competition
winners, this visit is a truly memorable day, as Andy Fuchs
explains: “This is what people want to see. They want
to see where the car is made. You can touch and feel and get
a better understanding of what it means really to build today’s
F1 car. This is what many of our partners utilise, they have
a showcase to display their products and their association
with our company.”
These are just some examples of the valued partners associated
with Panasonic Toyota Racing, and just a few of the benefits
available to them. The challenge in Formula 1 is to excel
in ever area, and for Panasonic Toyota Racing, that extends
to all aspects of the team – including our partnerships.
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