Sport sponsorship: Aston Martin Red Bull Racing
Sponsorship has the power to generate enthusiasm for your brand among relevant target audiences. But if you spend your marketing budget on sponsorship, you will want to measure how effective it is. That’s where Sponsoring Effectiveness Tracking comes in.
Sponsoring Effectiveness Tracking measures your effectiveness
Aston Martin joined Red Bull as a Formula 1 team sponsor in early 2018. The team featuring drivers Max Verstappen and Daniel Ricciardo is now known as Aston Martin Red Bull Racing.
Insight into the effectiveness of sponsorship
Aston Martin’s international sponsorship campaign gives the car manufacturer an opportunity to boost its image as an innovative brand. To measure how successful this is for Aston Martin, we set up a Sponsoring Effectiveness Tracker. This research shows what is going on at different times in terms of:
- sponsor awareness
- desired associations and potential domains and target audiences
- impact of the sponsorship on the brand
As a rule, the starting point for a tracker is the general public. A sponsorship campaign usually targets sports fans in general with the aim of turning them into customers. But with Aston Martin it’s slightly different.
Aston Martin focuses on a higher-end segment: premium and luxury car buyers. So our specific aim in this case is to reach the most relevant target audience for Aston Martin.
Global sponsorship research
Blauw has a great deal of experience in the field of international sponsorship research. We have done this for the UEFA Champions League, Nissan in Formula E and Volvo in hockey.
In partnership with Aston Martin we commenced the Sponsoring Effectiveness Tracker this year, well before the start of the Formula 1 racing season. Twice per year we carry out online research in the United Kingdom, the United States, Japan and the German-speaking areas of Europe.
By commencing the research prior to the start of the Formula 1 season, we have a good benchmark for the development of the brand indicators. The second measurement is planned for halfway through the racing season and the third after the season is over.
The tracker provides Aston Martin with insight into:
- Sponsor awareness;
- The suitability of the sponsorship according to various target groups.
- The effects on the brand’s KPIs; how the sponsorship influences image, brand awareness and brand preference.
Want to know more?
Download our brochure about measuring the effectiveness of sponsoring in Formula One!