Formula 1 and the True Value of Sponsorship

Saturday, February 24 2:00 PM – 2:30 PM
Competitive Advantage East

Since the 1990s the advertising media equivalency has been the reference used by brands and rights holders to measure their sponsorship deals. But times have changed, and in collaboration with Gemba, Formula 1 developed a new way to assesss sponsorships to not only help sponsors understand the value of their partnerships, but also allow F1 to better drive their account management and sales processes.

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