Short Description
Discover the innovative brand partnerships nominated for the 2023 Brand Partnership of the Year at the Autosport Awards, showcasing creative activations that captivated motorsport fans worldwide.
Read Time
4 minutes and 10 seconds
Main Article
The Brand Partnership of the Year award at the upcoming Autosport Awards recognizes brands that effectively leverage motorsport platforms to elevate their messaging and provide tangible value to teams, drivers, or series. This prestigious accolade celebrates creativity, scope, and execution, with the winners announced on January 29 in London. Several brands have made the shortlist, each showcasing exceptional marketing campaigns that have resonated with audiences globally.
First on the list is Michelob Ultra‘s partnership with Williams Racing. Their pioneering activation titled ‘Lap of Legends’ utilized advanced AI and machine learning technology to pit legendary F1 drivers against one another in a captivating format. The event, which featured current Williams driver Logan Sargeant racing against legends such as Alain Prost and Mario Andretti, attracted an astounding 4.5 billion impressions and garnered over 19 million live viewers. This remarkable reach underscores their commitment to digital innovation and entertaining storytelling, making them a strong contender for the award.
Next is Peroni Nastro Azzurro 0.0% x Scuderia Ferrari, which sought to set itself apart with a unique rebranding initiative. Their campaign featured a cinematic heist-style film starring Ferrari drivers Charles Leclerc and Carlos Sainz, and was designed to fill the racing void before the 2024 season began. The film, which attracted 20 million views and provided an impressive 2.1 billion audience reach, echoes the brand’s strong connection to its base, particularly the dedicated Tifosi fans. Judges appreciated Peroni’s creativity and effectiveness in boosting sales through strategic engagement.
Another notable mention is Saudia, which ingeniously combined its sponsorships with Newcastle United through a campaign called “The Secret Driver.” This cross-sport promotion utilized a GEN3 Formula E car, creating a visually exciting experience as it traversed iconic locations in Newcastle, supported by prominent football players. This activation was broadcast across 18 countries, generating 24 million impressions and 15 million video views, effectively enhancing brand visibility on a global scale.
Lastly, the partnership between Visa Cash App and VCARB during the Miami Grand Prix exemplified how interactive experiences can engage fans. The activation involved a spectacular car reveal while offering exclusive perks to Cash App Visa cardholders, resulting in 1.3 billion impressions and a significant increase in social media following. Visa’s creative execution and community engagement strategies showcased their effective grasp on utilizing motorsport events for brand amplification.
Short Summary
The Brand Partnership of the Year award highlights innovative collaborations like Michelob Ultra with Williams Racing and Peroni with Ferrari, emphasizing creativity and engagement through remarkable activations. As these brands harness the power of motorsport, it is clear that creativity continues to thrive in this high-energy landscape, driving engagement and conversions effectively.
