Menu
Marketing and Sponsorship

Manufacturer Aston Martin Will 'Probably' Enter Formula 1 In '21

Aston Martin said that it will "probably" enter Formula 1 in '21 as an engine supplier "if the rules are changed in a way that makes it affordable," according to Andrew Benson of the BBC. F1 execs proposed new engine rules to reduce cost and complexity and attract new entrants, but existing manufacturers have objected. Aston Martin CEO Andy Palmer said, "It moves from probably I wouldn't propose it to the board to probably I would." He added that existing rules were "annoying the public and driving them from F1." Palmer "wants to use F1 as a marketing platform as he seeks to expand Aston Martin's range of road cars." But he said that he and the Red Bull team were "acting in concert to try to influence a change in engine rules." Aston Martin this year had a sponsorship arrangement with Red Bull, which is a "vocal" opponent of the turbo hybrid engines used in F1 since '14, and the car company will next year become the team's title sponsor (BBC, 11/28). In London, Jack de Menezes reported Aston Martin's involvement "would appear to depend on three key factors:" reducing costs on engine development, capping the number of hours allowed to develop engines on "dynomometers," and ensuring that the sport is "exciting and appealing for fans." Palmer said, "The issue is making the sport entertaining again, which means put the driver back at the center of the sport -- whereas today we are talking about a turbocharger being the center of the sport. I'm an engineer and I love the technology, but it's nuts." The situation surrounding the future direction of F1 engines "appears to be crucial" toward the "futures of a number of teams," including those already in the championship and those considering an entry such as Aston and Porsche. Aston "sees F1 as a way of directly competing with Ferrari and McLaren in the mid-engined supercar market, but would only do so if there were enough eyes on the sport in the first place" (INDEPENDENT, 11/28).

SBJ Morning Buzzcast: May 3, 2024

Seismic change coming for NCAA? Churchill Downs rolls out major premium build out and Jeff Pash, a key advisor to Roger Goodell, steps down

Learfield's Cory Moss, MASN/ESPN's Ben McDonald, and Canelo

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with Learfield's Cory Moss as he talks about his company’s collaboration on EA Sports College Football. Later in the show, we hear from MASN/ESPN baseball analyst Ben McDonald on how he sees the college and professional baseball scene shaking out. SBJ’s Adam Stern shares his thoughts on the upcoming Canelo-Mungia bout on Prime Video and DAZN.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2017/11/29/Marketing-and-Sponsorship/F1-Aston-Martin.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2017/11/29/Marketing-and-Sponsorship/F1-Aston-Martin.aspx

CLOSE