Which brand’s in pole position at this year’s Abu Dhabi GP?

November 26, 2017 2:32 pm

Formula One Abu Dhabi Grand Prix.

If the world of Grand Prix is made up of car drivers, passionate about athletic performance, it also constitutes a major opportunity for brands to get a high exposure.

And the F1 Abu Dhabi Grand Prix is no different. It isn’t just a hub of supercar activity; it’s a place where everybody is high on adrenaline.

That’s why, as teams and drivers jostle for supremacy in the season finale at Yas Marina Circuit, brands are also revving up their marketing strategies; the race proving an ideal marketing stage for brands to connect with a large number of people in a unique and engaging setting.

As one of the biggest sporting events in the Middle East, the F1 Abu Dhabi Grand Prix provides the opportunity for marketers across the region to boost their brand’s profile. The biggest advantage of marketing in a sporting event like this is that it allows marketers to piggyback on the popularity of the event.

Watch: Head spinning fast facts before the Abu Dhabi Grand Prix

Economic windfall

In addition to helping the emirate build an international reputation as a global sport and major events destination, an event such as the F1 Abu Dhabi Grand Prix undoubtedly brings significant economic benefits. Naturally, one of the key strategies that brands are using to push sales and advertise their brand at the event locally is sponsorship and merchandising and/or launch key products before or during an event.

There are different teams and drivers involved and a number of brands sponsoring, supplying and supporting each team. AMEInfo has picked up some of the brands, which are going bullish with their marketing plans at the Grand Prix event.

Etihad Airways

Etihad Airways is a title sponsor of the Formula One Etihad Airways Abu Dhabi Grand Prix. The sponsorship commenced at the inauguration of the event in 2009 and continues till date.

Read: Wow! The shots you never dreamed you see at the Abu Dhabi GP

First Abu Dhabi Bank

First Abu Dhabi Bank (FAB) has partnered with the F1 Abu Dhabi Grand Prix as the Official Bank of the event. This exclusive sponsorship provides the bank with branding opportunities on the Yas Marina Circuit throughout the three-day event, including the operation of 14 ATMs; the bank also sponsors the trophies that will be awarded to the winning drivers who make the podium.

FAB will also provide the FAB logo Constructors’ Trophy, which will be presented to this year’s winning F1 team.

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McLaren

British supercar manufacturer, McLaren – one of the participating teams in this year’s race – believes the Abu Dhabi GP is an ideal platform to assess its current brand positioning and prepare for the road ahead.

“Our strategy for the Abu Dhabi Grand Prix is really dominated by the strategies of our sponsor partners.

“We’re keen to start 2018, and the way we finish 2017 is a key part of that. We’re changing engine partner to Renault for 2018 and finishing our relationship with Honda here in Abu Dhabi,” John Allert, CMO, McLaren Technology Group, tells AMEInfo.

“Formula One, like any sport, is cyclical; you can’t go from being at the bottom of the pile to the top of the pile in a short space of time, so next will be a building year for us and we definitely expect to be competitive. In 2019 and beyond we expect to be well and truly back to our winning ways,” he added.

Mercedes

Lennart Mueller-Teut, Head of Marketing & Communications, Mercedes-Benz Cars Middle East, also sees the Abu Dhabi GP as a perfect stage on which to showcase his brand

“Mercedes-Benz are returning to F1 weekend with a two-tier activation, both on-ground and in the digital sphere, as we keep fans at the forefront of the action,” Lennart says .

“The Mercedes-AMG stand will add power and thrill with an array of AMG performance models – a fitting tribute to 50 years of AMG driving performance.

“Under the headline of ‘One Champion, Together,’ Mercedes-Benz will create an online experience that brings the spirit of the race right into the digital sphere with fan-focused and engaging content that makes the F1 experience accessible for all, irrespective of physical presence.

Watch: 7 seriously quirky concept cars

Earlier this month, First Abu Dhabi Bank (FAB) was announced as the Official Bank of the F1 Abu Dhabi Grand Prix. This exclusive sponsorship provides the bank with  branding opportunities on the Yas Marina Circuit throughout the three-day event, including the operation of 14 ATMs; the bank also sponsors the trophies that will be awarded to the winning drivers who make the podium.

FAB will also provide the FAB logo Constructors’ Trophy, which will be presented to this year’s winning F1 team.

Overall, the F1 Abu Dhabi Grand Prix gifts a clear window to brands to engage with their customers. There are other brands, apart from the three discussed here, for whom the event is turning out to be a big brand marketing exercise. Watch this space for more.

 

 

 

 

 

 

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Sunil Kumar Singh
By Sunil Kumar Singh
Sunil is a digital-savvy journalist and a leader in managing and integrating print & digital content in UAE, the Gulf and India. Sunil is an innovative editor with over 14 years' experience in digital content marketing, leading team and ability to deliver quality content for both print and new media.



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