A successful racing team that have racers constantly finishing on the podium will command more media coverage, providing tangible return on investment for the sponsor's advertising dollar.
Sponsors associated with winning teams will also get massive media coverage and publicity and ultimately a more brand awareness and top of the mind recall.
In fact, a race sponsor will have the added privilege of commanding a specific and select target audience that would associate its brand with a certain level of excellence since racing involves a whole lot of pride, passion and performance at the highest level.
Consider these facts: PETRONAS, Malaysia’s national oil giant, spent an estimated US$ 60 million a year for title sponsorship to the Sauber PETRONAS Team way back in 2006.For 19 weekends a year, approximately 80 million viewers will tune in to watch the race, broadcasted to more than 200 countries around the globe.
This works out to a mere USD0.75 per pair of eyes that sees the PETRONAS brand name race with the world’s best 19 Sundays in a year. A bargain indeed, equalling or even better than the World Cup, held only once every four years!