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- F1 champion Sebastian Vettel misses the point with Social Media
The motorsport world has gradually started to shake off the festive cobwebs as January continues to get the new calendar year underway with a number of high profile events taking place this week.
- Social Media and London 2012
We submitted a short blog for The UK Sports Network this week with some social media predictions for 2012. Being Olympics year, and with a number of athletes on the Sine Qua Non books, including Zac Purchase and Paralympic athletes Charlotte Henshaw and Ollie Hynd, we looked at how the London 2012 Olympic and Paralympic Games will be the first true social media summer Games.
RT @InsideFerrari: Ferrari and Santander together until 2017 http://t.co/iGjflr3D #F1 #Sponsorship
Interesting to see how #London2012 sponsors use athletes - past and present - in activation and engagement #cisdcampbell
Blogvent Day 17: The aftermath of turn 17; ING and Renault f1
Arguably one of the most controversial sports sponsorship stories of 2009 was when ING prematurely terminated its Renault Formula 1 agreement in the aftermath of Singapore crashgate.
Even those of you not au fait with Formula 1 will recall with ill-feeling the scenario; Nelson Piquet Junior deliberately crashing at turn 17 in the debut Singapore GP in 2008 to hand his team-mate Fernando Alonso a shock victory. 12 months later the scandal erupted and the shockwaves were felt far and wide. It marked a sorry end to what had been one of the best examples in recent years of how a company can exploit a sports sponsorship to accelerate its business on an international level.
An ING report in 2008 stated “ING’s Formula 1 sponsorship has laid the foundation for growth – and with solid measurable results. Just six months into 2008, the success of the F1 business activation has already outpaced the whole of 2007”.
ING had been ranked number 1 among all F1 sponsors in terms of brand visibility, but it was the use by the markets that made F1 such a lucrative sponsorship for the company. 36 countries used F1 for new business generation in 2008, according to the report, with all business lines and countries rallying around F1 to support growth strategies. The company’s objective was clear: “F1 is all about driving business”.
That its multi-year association with Renault will be forever tainted by the Singapore scandal will always remain a blot on the copybook of what was otherwise a perfect template for companies like ours to showcase the real success and merit of a sports sponsorship. Thankfully, those benefits remain unaffected, both in terms of revenue generation globally and as an internal motivational tool. Formula 1 attracts controversy but when it comes to sponsorship the returns on an F1 association fully justify riding the storm of controversy. Unfortunately for ING, it was a scandal too far in its association with Renault. Its continued post-Singapore alignment with Formula 1 as a trackside advertiser and race title sponsor proved that as a sport F1 still remains a hugely effective weapon in any business marketing strategy.
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