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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
Santander and Formula 1 - Our Survey Says…
Business | Sponsorship | Sport
Over my usual early morning coffee in the office this morning, skim-reading a selection of tweets that had landed in my All Friends column on Tweetdeck, I happened upon a link from @tomorrownewsF1 with the results of a survey on Santander conducted by leading Spanish sport publication Marca.
The survey looks at the image of Santander in Formula 1 from the perception of the Spanish sports fan, who as we all know have a lot to talk about in 2010. The headline from the Marca results states boldly “The sponsorship of Ferrari strengthens the image of Santander”.
The key points from the survey centre on the following statistics:
96% of daily Marca readers recognise Santander as a Ferrari sponsor
91% of those surveyed believe that Santander made possible the arrival of Fernando Alonso at Ferrari
96% think that the sponsorship is positive and strengthens the image of the company
65% have the intention of opening an account with Santander
70% say that they would feel a sense of trust being a member of a bank that sponsors Ferrari
The association between Santander and the Spanish public is likely to yield a higher than average recall rate for the Ferrari sponsorship, particularly with the presence of national hero Fernando Alonso, but they are a nonetheless impressive set of statistics for a sponsorship deal that – lest we forget – was announced less than one year ago.
Surveys must be treated with care, especially when there is no reference to the number of people surveyed, but it is clear that Santander has adopted a very sensible approach in its Formula 1 sponsorship strategy.
Moving back to these shores, Santander was wise to continue in its partnership of McLaren-Mercedes, alongside its much higher profile Ferrari tie-in, to allow the firm access to the McLaren’s British world champion drivers Lewis Hamilton and Jenson Button.
Hamilton, in particular, has been a key asset for Santander’s brand in the UK since their takeover of Abbey National, Bradford & Bingley and Alliance & Leicester in establishing the Santander brand within the UK market. Last year, it was suggested that the McLaren partnership had helped Santander brand recognition in the UK vault from 20 to 82%.
If Santander’s sponsorship of Ferrari and McLaren is all about garnering trust of existing clients and winning over new customers, then Formula 1 is clearly proving a powerful business tool. At least based on the Marca survey, 7 out of 10 Spaniards agree...
Chris Hughes
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