The Business of Sport: Formula One More than 200 companies invest a total of about $900m a year to sponsor Formula One’s 10 teams, and measuring the value of that sponsorship is critical in working out the sponsors’ return on investment.
Viewing figures have been much trumpeted – about 597m people are estimated to have watched F1’s 17 races last year, for example – and the sport’s rights holder produces an annual guide showing precisely which countries have the biggest audiences. The sponsors supplement this information with data from companies that monitor the on-screen exposure times of sponsors’ logos. This enables the brands to compare the value of their F1 investment to advertising on television.
