Formula 1
Formula 1
R
Emilia Romagna GP
18 Apr
Race in
44 days
R
Portuguese GP
02 May
Race in
58 days
09 May
Next event in
61 days
23 May
Race in
79 days
R
Azerbaijan GP
06 Jun
Race in
93 days
13 Jun
Race in
100 days
27 Jun
Race in
114 days
04 Jul
Next event in
117 days
18 Jul
Race in
135 days
R
Hungarian GP
01 Aug
Race in
149 days
29 Aug
Race in
177 days
05 Sep
Race in
184 days
12 Sep
Race in
191 days
26 Sep
Race in
205 days
R
Singapore GP
03 Oct
Next event in
208 days
10 Oct
Race in
218 days
R
United States GP
24 Oct
Race in
233 days
31 Oct
Race in
240 days
R
Australian GP
21 Nov
Race in
260 days
R
Saudi Arabia GP
05 Dec
Race in
275 days
R
Abu Dhabi GP
12 Dec
Race in
282 days

Carey says F1 sponsors interest on a "steady rise"

Formula 1 CEO Chase Carey admits that it's proved harder than expected to sell major sponsorship deals – but he insists that interest from potential partners is on a "steady rise."

Carey says F1 sponsors interest on a "steady rise"

When Liberty Media took over as commercial rights holder in early 2017, its management promised that there would be more series sponsors than in the past, contrasting F1's situation with the large number of companies affiliated to major US sports.

Howeve,r thus far it has not added to the core group of "global partners" put together under Bernie Ecclestone, which is comprised of Heineken, DHL, Pirelli, Emirates and Rolex – although sources suggest that one major name is set to be announced for next season.

Read Also:

Carey says that the challenge F1 has faced has been to build up a marketing department, something that barely existed under Ecclestone.

"Our cupboard was pretty bare, because we didn't really have a sponsor group," he said when asked by Motorsport.com. "We hadn't created any tools. We hadn't created capabilities to tell the story of F1, to create some excitement.

"We have some momentum today. We've had attendance up, we've had viewership up, we've got a good story, we've got new dimensions to the sport.

"And I think you need to tell that story, and you need to develop tools. Sponsors want partnerships that are more tailored uniquely to them. In the past signs on a wall worked fine, that doesn't work now.

"So we had to develop the array of initiatives, whether it's digital initiatives, regional feeds, virtual ads, fan festivals, all those types of opportunities to create tailored targeted opportunities.

"The traction with interested sponsors has been on a steady rise, we've never been busier. I've got a three page back list of sponsors we're engaged with. Obviously, until the sponsors are signed, deals aren't done.

"Certainly, I'd say we feel we have gotten progressively better, as we've gone along. So while it's been slower and harder than I would have planned it to be a couple of years ago, I think that in many ways is the nature of where we started, and we started really from ground zero."

Read Also:

Carey remains adamant that F1 is a good proposition for potential partners.

"I think this is a sport sells well, it's a unique sport with passionate fans, attractive fans, the sport differentiates from other sports, given it's marriage to technology, given the nature of the sport, the global aspect of the sport.

"And at a point in time where events in a world that is increasingly commoditised and fragmented, events that rise above are reasonably valued. So I think the interest and engagement we have has been on a steady rise."

Carey stressed that it is currently a challenging time for anyone searching for sponsorship or advertising dollars: "I think in general for almost anybody in the ad market that isn't Facebook or Google, the broadly defined advertising market, whether you're television or God forbid, print, radio, even other digital players – certainly sponsorship arenas I think are tougher than it was a few years ago."

shares
comments
Hamilton: 2019 went from "heap" of car to best ever season

Previous article

Hamilton: 2019 went from "heap" of car to best ever season

Next article

Russell completes 18-inch tyre test for Pirelli

Russell completes 18-inch tyre test for Pirelli
Load comments

About this article

Series Formula 1
Author Adam Cooper
How Ferrari plans to recover from its 2020 F1 nightmare Prime

How Ferrari plans to recover from its 2020 F1 nightmare

The 2020 Formula 1 season was Ferrari's worst for 40 years as it slumped to sixth in the standings. A repeat performance will not be acceptable for the proud Italian team, which has adopted a notably pragmatic approach to forging its path back to the top

Why Aston Martin’s arrival is more than just new green livery Prime

Why Aston Martin’s arrival is more than just new green livery

In the most eagerly anticipated Formula 1 team launch of the season, the rebranded Aston Martin squad’s changes go much further than the striking paint job. But rather than a restart, the team hopes to build on top of solid foundations.

Formula 1
Mar 3, 2021
The car Aston Martin begins its new F1 journey with Prime

The car Aston Martin begins its new F1 journey with

The team formerly known as Racing Point gambled successfully on a Mercedes look-alike in 2020 as it mounted a strong challenge for third in the constructors' race and won the Sakhir GP. Now clothed in British racing green, Aston Martin's first Formula 1 challenger since 1960 provides the clearest indicator yet of what to expect from the new-for-2021 regulations

Formula 1
Mar 3, 2021
The tricky driver conundrums facing Mercedes in F1 2021 Prime

The tricky driver conundrums facing Mercedes in F1 2021

Ahead of the new Formula 1 season, reigning world champions Mercedes will take on challenges both old and new. This also can be said for its driver conundrum which could become key to sustaining its ongoing success...

Formula 1
Mar 2, 2021
How Alpine's cure to 2021 F1 rules starts at the front Prime

How Alpine's cure to 2021 F1 rules starts at the front

A new name, new faces and new colours pulls the rebranded Alpine Formula 1 team into a new era while carrying over core elements of its 2020 car. But under the surface there's more than meets the eye with the A521 which hints at how the team will tackle 2021...

Formula 1
Mar 2, 2021
Can Mercedes' W12 retain the team's crown? Prime

Can Mercedes' W12 retain the team's crown?

Replacing Formula 1's fastest car was never going to be an easy feat for Mercedes. Amid the technical rule tweaks to peg back the W12 and its 2021 rivals, the new Mercedes challenger will remain the target to beat

Formula 1
Mar 2, 2021
The pointed note that starts Ferrari's Leclerc vs Sainz era Prime

The pointed note that starts Ferrari's Leclerc vs Sainz era

Ferrari is starting its post-Sebastian Vettel age by welcoming Carlos Sainz in alongside Charles Leclerc. But while Sainz has a tough challenge to match his new teammate, Ferrari is also sending a message that previous intra-team spats must end

Formula 1
Mar 2, 2021
The mantra Ocon must follow to challenge Alonso at Alpine Prime

The mantra Ocon must follow to challenge Alonso at Alpine

OPINION: It's been an uneasy ride for Esteban Ocon since his F1 comeback - and fresh challenges lie in wait as he's joined by double world champion Fernando Alonso in the newly rebranded Alpine team. STUART CODLING sets out a roadmap to success…

Formula 1
Mar 1, 2021