Unlike traditional TV advertising which provides a defined slot with a tailored message, showcasing a brand in F1 is a tricky business. More than 520 million people globally watch F1 every year and companies are willing to pay big money for access to these viewers, just as they might otherwise pay to advertise during a TV broadcast's commercial breaks.Īfter each race, Formula Money's ROI Review calculates the value of the time spent on screen by every brand, as if it had been purchased as global TV advertising slots. The key to how it achieved this is the main reason that many sponsors and team owners take part in the sport: brand exposure. Although the energy drinks giant poured an estimated US$240m into Red Bull Racing and Toro Rosso throughout the season, it got much more than its money's worth in return. Red Bull emerged triumphant off the track as well as on it and ended the season with more than just two championships to celebrate.
The 2010 F1 season was seen by many fans as the most exciting in years, but although the battle on track caught most of the attention, the crucial off-track battle to emerge top in the financial stakes was full of plenty of twists and turns of its own.
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