To stress test the Turnstile methodology.
It was the obvious choice. A fast-paced environment, where dozens of brand heavyweights gather for 20 races a year.
A project that reaches from Monaco to China, from traditional broadcast to esports, and from the paddock to the podium.The Formula 1® team, under new management, was also looking for a measurement system that encapsulated the full value of sponsorship.In 2017, Turnstile was engaged to provide valuations of Formula 1®’s major sponsors and were subsequently reappointed for the 2018 season.
“When Gemba showed us the concept for Turnstile it immediately struck a chord with the way we want to shape the conversation with our commercial partners and teams moving forward. We believe in a more meaningful measurement of a sponsorship, rather than discussing pure visibility and TV numbers as this tells us nothing about the real audience and engagement of fans. Turnstile is allowing us to clearly demonstrate the real value of an association with F1, whilst also helping us identify new opportunities to grow our commercial program.“
Head of Global Sponsorships and Commercial Partnerships for Formula 1®