According to the latest survey by SAI (Sponsorship Awareness Index), some of the most important objectives that brands look for in sports sponsorship are:
- Brand visibility: maintaining the same levels as always.
- Association of Brand Values: clear upward trend.
- Brand Prestige: this value has increased a lot over recent years.
Motorsport, and in particular the faster speeds of the “Formula X” categories, have traditionally attracted high-value brands (such as Banks, airlines, leading electronics brands, multinational food companies, luxury watches, etc.), meaning that any brand entering this category can achieve an associated high-value status which is hard to find in other activities. In this way, it becomes a means for increasing the perceived value of the brand.
F4 is followed by specialized motorsport press and social media, with publications both in magazines and online.
Regarding trends, the SAI study shows some changes in the 18-29 age category. There has been a large decrease in the use of traditional TV compared to high use of internet/web viewing with an index of 60.1. Viewing through social media has increased significantly by 27.7, with a drop in pay TV (to 4.1) and other media (Press 13, radio 0.9). Therefore, and despite the presence of specialized media in the tests, the foreseen presence of the "La Liga Sports" cameras in all F4 tests planned for 2020 enhances the possibility of increasing impact by providing live transmission through its Youtube channel for this consumer segment.
Four of the five most well-known brands among Spanish consumers (according to the latest sports sponsorship survey) are related to the world of motorsport.
- Santander: presence in Ferrari and McLaren teams. Coca Cola.
- Coca Cola.
- Movistar: has the exclusive television rights of F1.
- Emirates: main sponsor of the Formula 1 Grand Prix.
- Red Bull: represented by its own teams in almost all the motorsport categories.
In F4, with the exception of RED BULL who have their own team, there are no sponsors from the drinks sector. It is a unique opportunity to make a mark in this category with a non-alcoholic drink aimed towards young people. Just take a look at the success of Estrella Galicia in the field of motorcycle sport.
As it is a new team, all Marketing and PR actions that the brand wants to carry out can be considered and planned over the course of the season in order to create a personal and familiar style which the team can then convey to the brand's consumers, clients and guests at every competition of the season.
SOCIAL MEDIA PRESENCE AND ACCESS TO UNIQUE CONTENT
As they are all young drivers, their social media presence is guaranteed, especially on INSTAGRAM, the most widely used social network among young people aged between 18 and 29. A strategy should be created between brand and driver to get the most out of their spectacular images and other content. Creating short videos that transmit values (of the driver and brand) through social media and publishing amazing images from races, among other things, can all increase the viral impact of the brand within this segment of consumers.