McLaren have recently signed cryptocurrency exchange Bitci.com to their sponsorship roster, as well as digital banking solution QNTMPAY, representing an embracing of new and upcoming technologies as sponsors. It's a specific strategy that CEO Zak Brown is encouraging, saying the signing of unknown brands from young industries is beneficial for both parties. "Yeah, we're targeting [new markets]," explained Brown in Bahrain. "While we're talking to lots of companies as you can imagine, and we're having a lot of sponsorship success, one of the trends that we're seeing in Formula One is, you know, with the emergence of new technologies or new countries, companies use Formula One as a great platform to get famous fast. "Some of the more recognizable brands, they don't need the brand awareness, they want the content that the sport creates and the drivers create. "Then, when you look at some of our newer partners like the Darktraces of the world, these are companies that are moving fast, growing quickly, and they need a global platform to shine a light on their company and their capabilities. "And you can either do that via traditional media. But it's quite expensive. "When you look at how Formula One delivers every two weeks or, in some cases every week depending on what the calendar looks like, into a couple of hundred countries and hundreds of millions of fans. It's a very efficient way to bring a lot of notoriety to your company very quickly. "So that's the trend we're seeing. It's not necessarily a country specific thing or an industry specific thing. It's fast growing companies that want to build the brands very quickly. Formula One's a great global platform to do that."
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