SBD/Issue 237/Sponsorships, Advertising & Marketing

UBS Becomes F1 Sponsor, Tying Into Launch Of New Global Campaign


UBS and F1 officials yesterday announced a deal under which the bank "will become a global sponsor of the sport," according to Harry Wilson of the London TELEGRAPH. Details of the deal "were being kept under wraps," but two sources said that it "would cost the bank tens of millions pounds a year." One former motorsports marketer indicated that in the past, the "cost of sponsoring an individual team for a season was about" US$38M, while "supporting just one race could cost between" around $7-31M. A UBS spokesperson "would not comment on how long the arrangement would last for, with the bank saying it had signed a 'long-term partnership.'" Wilson notes in recent years, the banking industry's relationship with F1 "has been more noteworthy for the firms that have pulled their sponsorship than for new entrants." Royal Bank of Scotland "had been a major sponsor of the sport up until its collapse, while Dutch financial group ING was another to sever its financial ties in the wake of the global banking crisis." UBS' decision to sponsor F1 "ties in with the launch of its new 'we will not rest' marketing campaign designed by French advertising agency Publicis" (London TELEGRAPH, 8/24). BRAND REPUBLIC's John Reynolds notes the new UBS global campaign "kicks off this week and will initially launch in UBS's domestic market of Switzerland and across Asia Pacific." The campaign, which "runs across TV print, and online, will then roll out across the rest of Europe and the U.S." The TV ad features "footage of achievers," including Neil Armstrong, under the title "The First," Muhammad Ali as "The Greatest" and Steve McQueen as "The Coolest" (, 8/24).

JOINING TOGETHER: MARKETING magazine's Ed Kemp reports the "top 100 Formula 1 sponsors have clubbed together to form an alliance aimed at maximising their return" on the US$705M that they "invest in the sport each year." The F100 organization "will promote the interests of leading global brands, including Diageo, Puma, and Vodafone, by communicating directly with F1's ruling bodies." The first meeting is "set to take place in London on 1 September, with sponsors LG, SAP and Shell setting the agenda." F1 teams "will also be in attendance, including delegates from McLaren, Red Bull, Williams and Lotus" (, 8/24).

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