It’s the world’s fastest sport, where global heavyweights gather for 21 races a year from Monaco to China, from traditional broadcast to esports streams, from the paddock to the podium… Formula 1 is an irresistible proposition to sponsors.
In 2017, The Formula 1® team was looking for a measurement system to capture the full value of sponsorship. Turnstile was engaged to provide real-world valuations of Formula 1®’s major partners, taking into account the tangible value of direct benefits, IP and exposure. F1 and their partners liked what they saw, and Turnstile has been reappointed for the 2018 season.
“Turnstile 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®