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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
Sponsors flock to F1 champions Button and Brawn
The rags to riches fairytale of the sporting decade was completed yesterday when Jenson Button and the Brawn GP team became Formula 1 drivers’ and constructors’ champions respectively.
Button put in a stunning drive that was more than worthy of his new status as champion, and which will position himself and the team as firm sponsor favourites for the 2010 season.
Although no formal announcement has been made, it would be a major shock if Button were not to keep his number 1 plate in the Brawn garage for 2010, and that kudos could help revitalise the team’s sponsorship portfolio as companies start to awake from recession-induced hibernation.
Brawn has played an intelligent game when it comes to sponsorship in this difficult financial year, unashamedly keeping the prominent sponsorship positions on their cars free until the right deals were secured at the right price.
The ongoing Virgin deal has been widely discussed in the media over the course of the year, but the team’s recent partnerships with Canon, Cervejaria Petropolis and Mapfre/Banco do Brasil have demonstrated intelligent and mutually beneficial partnerships.
For Canon, the one-race Singapore deal was the perfect showcase for “the leader in digital imaging” at “the most visually distinctive race in the world”, and reinforces the important synergy between Formula 1 and technologically innovative companies.
An association with Brawn’s Brazilian driver Rubens Barrichello gives greater clarity and logic to the latest partnerships. The deal with Cervejaria Petropolis allowed the company to brand the Brawn cars with their Itaipava and TNT energy drinks brands, while Mapfre joined forces with Banco do Brasil for the partnership with both companies logos prominently displayed.
For Spanish insurance giant Mapfre, who are already involved as a sponsor in top tier motorcycle racing, the Brazilian GP marked their first foray into Formula 1 sponsorship. The added bang for their buck of being associated with Brawn, Button and Barrichello in the team’s championship-securing race may just persuade them to get more permanently involved.
In fact any company looking to get a foothold into the high-tech world of Formula 1 would be seriously tempted by an association with the reigning championship Brawn team and the affable drivers’ champion Button.
It could be a case of from rags to even greater riches for the team who did not even exist back in January.
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