F1 is not doing enough to engage fans off the race track, says analyst (see link below).
I have to agree - brands commit fortunes to sponsorships, yet often fail to follow-through with the PR and social media to promote those massive platforms.
Worse still, some brands fail to connect the sponsorship to the product. There’s frequently a an inability to integrate the product message to the brand sponsorship message.
The key is to be integrated from the start - and look not just at which properties (often sports or music) best meet the sponsorship objectives, but which ones work through the line.
Sponsorship strategists often fail to grasp how experiential, advertising, PR and social media specialists can amplify these brand properties. Certainly, I have seen proposals where the head of sponsorship has made pithy comments about it being ‘great for PR and social media’, where there clearly isn’t.
Guinness’ rugby sponsorship is probably the best example of an integrated sponsorship going at the moment - stunning. That said, I have advised brands like T-Mobile and Nissan on their own properties in the past, with expectation-beating results.
For the vast majority however, brand sponsorship remains a poorly-tapped resource.
(via BBC News - How F1 teams and sponsors aim to drive fan interest)