To top off Red Bull's amazing year, exposure of the company's brands doesn't stop with its signature beverage. The faster the car, the more exposure it will get during the race, which is the key reason why the better teams draw more sponsorship investment. More than $255.2m worth of Red Bull's exposure was generated through its logos on Red Bull Racing, around 70% of the total. All the same, its strong performance on track was certainly a big factor in this. This was down to having its brand displayed prominently on two teams, which would have given it a major advantage even if it hadn't won the title. Remarkably, Red Bull took a massive 30.5% of the exposure of all F1 brands in 2010. This represents a 150% return on its spending, demonstrating why F1 is such an important platform for the Red Bull brand around the world. Each sponsor shares the screen time with over a hundred other companies and there is no guarantee when and for how long its brand will appear.įormula Money estimates that during 2010 the Red Bull brand gained exposure which would have been worth a huge $358.5m if it had bought it as traditional TV advertising.

Unlike traditional TV advertising which provides a defined slot with a tailored message, showcasing a brand in F1 is a tricky business. More than 520 million people globally watch F1 every year and companies are willing to pay big money for access to these viewers, just as they might otherwise pay to advertise during a TV broadcast's commercial breaks.Īfter each race, Formula Money's ROI Review calculates the value of the time spent on screen by every brand, as if it had been purchased as global TV advertising slots. The key to how it achieved this is the main reason that many sponsors and team owners take part in the sport: brand exposure.

Although the energy drinks giant poured an estimated US$240m into Red Bull Racing and Toro Rosso throughout the season, it got much more than its money's worth in return.

Red Bull emerged triumphant off the track as well as on it and ended the season with more than just two championships to celebrate. The 2010 F1 season was seen by many fans as the most exciting in years, but although the battle on track caught most of the attention, the crucial off-track battle to emerge top in the financial stakes was full of plenty of twists and turns of its own.

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