[F1] Nieuwtjes topic deel #78

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Red Bull's F1 campaign a masterpiece of marketing

By 7 o'clock tonight one driver will be the 2010 King of Formula One. If it is Fernando Alonso, then it is a good day for both Abu Dhabi and Italy. Ferrari World could have no better launch. If it is Mark Webber or Sebastian Vettel, then Red Bull has done the double with both F1 2010 Constructors and Driver World Championships. If it is Lewis Hamilton and McLaren, then the other drivers will have had a bad day at the office.

For Ferrari, losing today would mean a disappointing season and cost millions of euros in bonuses and future sponsorship. It will have an impact on its brand gloss and corporate morale. Cars are its business, and F1 is the core of its marketing. For Red Bull, losing will be demoralising, but the partying around F1 will not stop and its main revenue streams are only rising. Red Bull may lose the battle but it is winning the war. Particularly the brand sponsorship war.

Look at it this way: Ferrari has more than 80 years of heritage as a company, while Red Bull has fewer than 25. Both understand passion and sponsorship better than their peers. Ferrari is the establishment in terms of an F1 brand and rights-holder. Red Bull is the young, upstart challenger breaking all the rules.

Red Bull is an incredible story. Its marketing and ingredient origins are a Thai energy drink called Krating Daeng. Dietrich Mateschitz, the Austrian entrepreneur behind Red Bull, developed the energy drink brand when, as the international marketing director for a toothpaste company, he visited Thailand in 1982 and discovered a cure for his jet lag.

Between 1984 and 1987, Mr Mateschitz worked on adapting the recipe, then invested US$500,000 (Dh1.8 million) in a joint venture with Chaleo Yoovidhya, his Thai business partner, and his son, Chalerm. The Red Bull product and brand was launched in 1987. Today it is one of the world's best-selling soft drinks. Forbes estimated in 2008 that both men are worth $4 billion.

Red Bull's journey in terms of sponsorship is equally remarkable. Mr Mateschitz and his team understood that to align yourself to fans, content and passion through sponsorship was key. If you launch a business with a brand today, follow this approach. Place your brand in the heart of the right sponsorship content, and if your business has the right core product and fundamentals, you can grow very quickly.

Perhaps the key to Red Bull's success is that it has done everything its own way. It sponsored individuals and events - particularly in extreme youth sports. If the right opportunities did not exist, then it invented them. Today when you look at Red Bull's website - a YouTube-style channel in its own right and no doubt a future media channel modelled on Virgin's brand diversification model - the most impressive part is that Red Bull owns most of what you watch.

In a rare interview with The Times of London in 2006, Mr Mateschitz commented on his ¤400m (Dh2 billion) marketing strategy of the time: "It's quite normal that you spend millions of dollars on marketing on TV, but here it's marketing investment in assets." Best of all, he owns the assets. From its impressive F1 team to its New York soccer franchise, from the Red Bull Air Race to Flugtage, Red Bull owns, markets and delivers its own content. It is also now generating major revenue streams from these assets, which considerably reduce its sponsorship outlay.

Ferrari does have one advantage in this regard. Red Bull is so good at what it does that other brands drown or fade in comparison. Destinations, alcoholic drinks, individuals and content can benefit from a Red Bull sponsorship asset association. But consumer brands will often have issues.

At present, Ferrari sponsorship gloss is far wider in terms of commercial impact. The Red Bull-du partnership announced last week has great potential because of the content that du will get. Expect downloads, ticket promotions, special access to drivers, F1 races and even Red Bull parties to come through your du subscriptions.

Two years before Red Bull's launch, a new airline called Emirates launched in Dubai. Initially a challenger brand, it has also used sponsorship as a core commercial tool to grow its business. Today Emirates Airline is the Gulf's largest sponsor. It is safe to say that it is the only one spending more than $100m on its global sponsorship programme annually.

Like Red Bull, Emirates looks to dominate most of its sponsorships. It also has an iconic slogan ("Fly Emirates") and sponsored assets including the Emirates Dubai Rugby Sevens, based at the "Sevens stadium", where the food and beverages are provided by an Emirates Group subsidiary. It is not beyond the realms of the possible that Emirates follows this model even further and buys into a sports franchise such as Red Bull in F1.

This trend of the "brand-cum-rights owner" will continue in boardrooms worldwide. This year Audi, probably the world's leading car brand outside of F1, took a 9 per cent stake in Bayern Munich in a deal worth ¤90m. Audi has been a partner of Bayern since 2002. The equity stake, while a good business proposition in its own right, allows Audi the potential to increase its commercial and community returns from the partnership by shaping the marketing strategy. The same is true for Mubadala Development, a strategic investment company owned by the Abu Dhabi Government, with Ferrari, and Aabar with Mercedes.

Regardless of the result, there will be two other winners of the sponsorship race at Yas Marina Circuit. First, Abu Dhabi. The F1 Etihad Airways Abu Dhabi Grand Prix showcases Abu Dhabi as a leisure and business destination, while also creating strong commercial platforms for its major corporations: Aabar, Aldar, Etihad Airways, Mubadala and National Bank of Abu Dhabi.

Last year Etihad had more hits on its website on the Sunday of F1 than on any other day in its brief history. A recent survey by IFM sports marketing suggested that 94.4 million viewers watched the Abu Dhabi Grand Prix last year. This year it is likely to exceed 100 million viewers, given that the championship will be decided today.

The second winner is Red Bull. Sponsorship is multi-dimensional. If you place your sponsorship strategy at the heart of your business, you can shape a brand, win consumers, create a corporate culture, generate sales, motivate staff and much more.

It is part advertising, part PR, part sales tool, part brand gloss and very community based. Red Bull is perhaps the best modern example of why sponsorship works. The industry owes it a lot. It has shown how sponsorship can give you wings and make a product fly.

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Op zondag 14 november 2010 02:39 schreef rycemasta het volgende:

Worlds fastest Roller Coaster destroys Fernando Alonso's face

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Op maandag 15 november 2010 14:11 schreef Tarado het volgende:
Het is sowieso leuk een nieuwe kampioen te begroeten en uiteindelijk had Vettel er bij RBR het meeste recht op, mede omdat Webber toen hij toe kon slaan faalde, ik vind wel dat hij meer rendement uit zijn poles had moeten halen, als je 10 keer op pole staat en je wint er maar 3 is dat wel voor verbetering vatbaar, 2 keer was het door mechanische pech maar die andere 5 keer heeft hij dus plekken verloren

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Op maandag 15 november 2010 14:32 schreef sasquatsch het volgende:
@sanger: Dat heeft te maken met de circuits. Er zijn circuits (zoals Abu Dhabi) waar het dicht bij elkaar lag, maar er zijn ook circuits waar Red Bull veruit de beste was (zoals Hongarije).

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Alonso: Waking up was hard today

Fernando Alonso has described his Monday morning feelings after narrowly missing out on a third world title in Abu Dhabi on Sunday night. Writing his latest blog on the Ferrari website, the Spaniard now looks forward to his return to the cockpit in testing.

Waking up was hard after yesterdays disappointment, I cant deny it. It hurts to come so close to the goal and see it slip away like that, but thats the way sport goes and we have to accept it.

The closing chapter of the season must not erase all the positive things that weve done this year. And I repeat for me its been a top year. There have been wonderful moments, such as the Monza podium, that will stay in my memory and the bitter end will never be able to cancel them out.

Now its pointless to try and work out who got things wrong: a World Championship that slips away by four points after 19 races can be lost on so many occasions, not just at the end. We are a team: we win and we lose all together.

Im happy to be at Ferrari to feel, together with all the men and women who work here the pride of being a part of this family and this extraordinary history. We are a great group and we will show that especially in this hardest of moments where this bitter taste will be felt inside every one of us.

I know that at Maranello everyone will be working hard on the new car to try to be even more competitive at the start of next year. I know that here at Yas Marina the mechanics are again on-track preparing for a week of testing.

I cant wait to get back involved on Friday when Ill return to Abu Dhabi to try out the new Pirelli tyres on Saturday.

This is the spirit of our people: they want to react straightaway, to work even harder to chase victory. That has made me fall in love with Ferrari even more today than ever.

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Statements by the Ferrari Chairman and Vice Chairman

Luca di Montezemolo: "When the statesman Calderoli will achieve in his life 1% of what Ferrari has done for this country in terms of industry and sports, then he'll deserve an answer."

Piero Ferrari: "Im astonished and saddened by certain statements some politicians and a minister of the Italian Republic made after yesterdays race. It has never happened in my entire life at Ferrari that politicians intervened during good and bad moments in our life in motorsport, and I want it to stay like this. But if we want to have a look at how much Ferrari has done for Italys image around the world, then I can only say that it is definitely much more than certain politics have done."

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Lotus F1 team boss torn over name change

Malaysian-owned Lotus Racing could have a completely new identity in Formula One next season although team principal Tony Fernandes says he wants to keep the Lotus name if he can.
What is certain is that the team, best of the three newcomers this year, will not be called Lotus Racing after a falling out with Malaysian carmaker Proton and their Lotus Group who had allowed them to use the name.

Fernandes had planned to switch to Team Lotus, the name used under founder Colin Chapman to win multiple titles in the 1960s and 1970s, but his rights are disputed by sportscar makers Lotus Group.

The matter is due to go to the London High Court some time next year and has been further complicated by reports that Lotus Group are likely to join the Renault team as title sponsors and investors.

Gerard Lopez, the Renault team chairman and major shareholder, said his Genii Capital had long-standing links outside Formula One with Lotus Group but would not comment on future plans.
"We are interested in Lotus as a car company. Is there something with the team to be done? We'll see," he told Reuters.

Fernandes' outfit is also due to use Renault engines, which would lead to the messy situation of two rival Lotus Renault teams on the grid unless a deal is done between the sides.
Fernandes told Reuters after the season-ending Abu Dhabi Grand Prix at the weekend that he was torn about how to proceed.

"I've received 2,800 emails in the last two hours from people all over the world saying please keep the Lotus name with you. It means nothing if it goes somewhere else," said Fernandes.
"Let's see. But what we don't want to be involved in is destroying the Lotus name.

"If we go to court, yes, we will win," he added. "But the brand will suffer, and I don't want to be part of that brand being destroyed, I don't want to drag it through the gutter.

"We feel that we've done justice to the Lotus name. We want to keep it. We feel it's ours. But we are also pragmatic human beings."

AirAsia airline entrepreneur Fernandes is expected to sell the Team Lotus name to Lotus Group but he said an alternative, albeit less likely, would be for him to acquire Lotus cars from Proton.
"If it was an option that was available to us, that's feasible," he said.

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Op maandag 15 november 2010 16:30 schreef Googolplexian het volgende:

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Op maandag 15 november 2010 19:18 schreef Walter_Sobchak het volgende:
[ afbeelding ]

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Toyota aborts HRT collaboration

HRT's plans to link up in a technical partnership with Toyota have been aborted after the Japanese manufacturer announced it had terminated its deal with the new team.

It is understood that HRT was looking at a deal that would see it use the Toyota's team's planned 2010 car as the basis for next year's challenger - as well as having use of certain facilities at the Cologne factory.

However, in a statement issued on Monday, Toyota Motorsport announced that the plans had been killed off because payments had not been made.

"Toyota Motorsport GmbH (TMG) confirms that all cooperation with Hispania Racing F1 Team (HRT) has been terminated and will not resume," said the statement.

"TMG retains all intellectual property rights to its current F1 car and is completely free to pursue other projects and support new customers for its high-performance engineering services.

"TMG regrets that HRT has not met its contractual payment obligations and will pursue all available options to reach a satisfactory conclusion to this matter."

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Op maandag 15 november 2010 20:59 schreef ElmarO het volgende:

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Op maandag 15 november 2010 21:08 schreef Big-Ern het volgende:

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Met wat voor zeepkist gaan die volgend jaar op de grid komen? Misschien staat er in de BOSS Series nog wel wat te koop!

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Op maandag 15 november 2010 19:39 schreef ElmarO het volgende:

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Geweldig. Ben benieuwd wie die foto er op heeft geplakt.

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Op maandag 15 november 2010 22:18 schreef sanger het volgende:
http://www.f1today.nl/201(...)st-met-williams.html

McGregor is persoonlijke sponsor van vd Garde en de CEO van McGregor is de manager van Giedo. McGregor wilde de samenwerking beeindigen maar nu niet meer? Toevallig of?

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Red Bull could lose Vettel

Owner of the Red Bull Formula One Team, Dieter Mateschitz, says that his team will have to keep providing world champion Sebastian Vettel with a competitive car, or lose him.

Mateschitz realises that Vettel, who became the youngest world champion ever, could easily be lured away to other teams when his contract expires at the end of next year, if Red Bull fails to maintain the dominance in the sport that it enjoyed this year.

"He will be a world champion a few times more, provided he is sitting in the right car," said the Austrian billionaire on Austrian television ORG. "We will do our best to give that car to him. If we are not able to, we will have to let him go somewhere where he can be champion again."

Red Bull has an option on Vettel for 2012 and has already indicated it wants to extend his contract to 2015.

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Op maandag 15 november 2010 23:17 schreef Schunckelstar het volgende:

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hoop niet dat ie testrijder word eigenlijk...

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Op dinsdag 16 november 2010 08:53 schreef sanger het volgende:
Hulkenberg verwacht ik eigenlijk bij Renault

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Op dinsdag 16 november 2010 09:30 schreef Googolplexian het volgende:
Force India for Hulkenberg?

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Op dinsdag 16 november 2010 09:42 schreef sanger het volgende:

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Naast Sutil zou dat wel een erg goede line up zijn Zou voor Hulkenberg wel een stap terug zijn imo.

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Op dinsdag 16 november 2010 09:58 schreef Big-Ern het volgende:

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Dat valt ook wel weer mee. De naam 'Williams' mag dan legendarisch zijn maar de praktijk is dat ze weinig voor elkaar onder doen. Al is het verlies van die TD die nu bij Sauber zit er bij FI wel behoorlijk ingeklapt, toegegeven.

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Op dinsdag 16 november 2010 10:11 schreef sanger het volgende:

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Williams heeft dit seizoen anders een zeer behoorlijke ontwikkeling doorgemaakt. Ze hebben zich sneller ontwikkeld dan welk team dan ook schat ik zo in.

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Op dinsdag 16 november 2010 10:11 schreef sanger het volgende:

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Williams heeft dit seizoen anders een zeer behoorlijke ontwikkeling doorgemaakt. Ze hebben zich sneller ontwikkeld dan welk team dan ook schat ik zo in.

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Op dinsdag 16 november 2010 10:19 schreef Big-Ern het volgende:

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Dit seizoen wel ja. Normaal gesproken beginnen ze sterk en gaat het seizoen uit als een nachtkaars. Het hangt natuurlijk ook samen met de financiele stand van zaken. Afgelopen hadden ze blijkbaar het e.e..a. te spenderen, want ontwikkelen kost nu eenmaal geld. Maar als de voortekenen niet bedriegen kan dit volgend jaar weleens anders worden.

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Op dinsdag 16 november 2010 10:22 schreef Tarado het volgende:

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Gewaagde uitspraak maar wel interessant, zou ik wel willen weten welk team zich het snelst ontwikkeld heeft

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Op dinsdag 16 november 2010 10:11 schreef sanger het volgende:

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Williams heeft dit seizoen anders een zeer behoorlijke ontwikkeling doorgemaakt. Ze hebben zich sneller ontwikkeld dan welk team dan ook schat ik zo in.

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Op dinsdag 16 november 2010 10:28 schreef Peterselieman het volgende:

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Mja, Sauber heeft het ook niet slecht gedaan. Van onbetrouwbare bolide tot eentje die regelmatig punten pakt.

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Op dinsdag 16 november 2010 10:29 schreef sanger het volgende:

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Ook een goede inderdaad. Die hebben vooral in de kwali een flinke stap gezet, in de race viel de pace toch wel iets tegen denk ik.

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Op dinsdag 16 november 2010 10:25 schreef sanger het volgende:

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Moeilijk te meten denk ik. Je kunt denk ik alleen kijken naar de rangorde tijdens de eerste en laatste GP's

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Op dinsdag 16 november 2010 10:24 schreef sanger het volgende:

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Door het vertrek van sponsoren inderdaad. Maar daar stat tegenover dat Adam Parr heeft geroepen dat Williams er de laatste 10 jaar financieel niet zo goed voor heeft gestaan als momenteel. Vorige week heeft hij dat ergens geroepen.

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Op maandag 15 november 2010 20:59 schreef ElmarO het volgende:

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Op dinsdag 16 november 2010 11:14 schreef sasquatsch het volgende:

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Ik las al ergens (Joe Saward?) dat HRT ervan af wilde omdat Toyota te duur (30 miljoen) zou zijn. Voor ca. een derde van dat bedrag kunnen ze zelf een chassis bouwen dat beter is dan het prutswerk van Dallara, zeker met Geoff Willis als technisch directeur.

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Chandhok praat met Force India over racerol

Karun Chandhok is met het team van Force India in gesprek over een racestoeltje voor volgend seizoen. Zo heeft de 26-jarige Indiër laten weten. Chandhok reed dit jaar zijn eerste races in de Formule 1, bij het team van Hispania.

"Ik ben met vier teams in gesprek over volgend jaar", zei Chandhok, die het team van HRT aan de elfde plek in het constructeurskampioenschap hielp door veertiende te worden in Australië en Monaco, tegen de Hindustan Times. "Force India is één van die teams. Ik heb regelmatig contact met Vijay Mallya. Ook ben ik nog in gesprek met het team van Hispania. Ik hoop voor december ergens een contract te hebben.

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Op dinsdag 16 november 2010 16:11 schreef Automatic_Rock het volgende:
Ik zou Chandhok wel bij FI willen zien rijden. Die races die hij mocht rijden viel hij niet tegen. De auto was klote uiteraard, maar hij deed niet onder voor Senna.

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Op dinsdag 16 november 2010 15:05 schreef Trystar het volgende:

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gpupdate.net

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McLaren boss Martin Whitmarsh has urged Abu Dhabi track chiefs to make changes to its 'flawed' track design following the lack of overtaking at last weekend's season finale.

The Yas Marina circuit was supposedly designed to try and encouraging exciting racing, but despite a long straight and heavy braking zones drivers struggled to find any opportunities to get past their rivals.

That lack of passing ultimately foiled Fernando Alonso's title challenge as he was unable to overtake Vitaly Petrov and begin a push up the order that he needed to win the world championship.

Whitmarsh believes that although the facilities in Abu Dhabi are among the best in the world, the layout needs some attention.

"This circuit is regrettably a great facility and everything else, but as we saw in GP2 and as we saw in F1 it is almost impossible to overtake here - and it is flawed in that way," he said.

"I personally would like to see it changed. If you look at GP2, it was not inspiring. I think it is a fantastic facility that we come to, but the end of the straight they need a wide challenging corner, not a chicane that has got one line through it - because it is impossible to overtake.

"You could see that when we first saw the plans. It did not look like this was going to be a circuit you could overtake on, and it has been proven. There is a massive commitment here to making this a great venue, so in the scheme of things priority should be given to looking at the circuit."

Whitmarsh's comments have been backed by Petrov himself - who successfully held off Alonso through the Abu Dhabi Grand Prix.

"Overtaking is not possible here," Petrov said when asked by AUTOSPORT. "The Ferrari was behind and he could not overtake here. But I don't know what they can change because they have already built the place.

"To help overtaking, I think you need a faster corner, maybe third or fourth gear and then you have an opportunity to overtake. If at Turn 7, the hairpin onto the back straight, if that corner was like Turn 1 then I am sure it would be better."

Yas Marina circuit boss Richard Cregan said over the Abu Dhabi weekend that the track was always looking at ways to make itself better.

"We extended the run off at Turn 8 this year as we felt there was space to do it, and we reconfigured the barriers in that area as they were not ideal," he said.

"We are always looking at various different elements that we can improve. If you stop doing that you should stop running the circuit. So we are looking at different circuits, the way others run races, and we will pick the best bits and improve the circuit."