“ was stuck in a mode where they were still making rule changes and trying to equalise the playing field,” states Powell. The on-track action - or lack thereof - was resulting in dwindling viewing figures, which made Formula One a harder sell to sponsors keen to reach as wide an audience as possible. Indeed, this had a knock-on effect for Yas Marina Circuit. While there was initial excitement at the arrival of the Grand Prix, it was the overarching way that Formula One was being presented at the time that began to cause issues.įormula One's season finale has been held at Yas Marina Circuit since 2009 However, Powell highlights that it hasn’t always been that straightforward. “It was new to the region, it was the first Formula One event, now there are four. “It was quite easy at that point to build a big portfolio of local sponsors or regional partners in the event,” he continues. The glamorous location and event portfolio all contributes to the circuit being an attractive proposition for sponsors, and Powell says there was a “huge amount of local excitement” when the Formula One circus first rolled into town in 2009. Red Bull and the FIA: What the budget cap breach means and why F1 is at a tipping point So, there’s a lot of investment that goes into the island around us.” Along with that, we’ve got a fantastic asset which is the circuit, one of the best in the world and situated within a tourism destination. “The Formula One event we host every year has got huge brand equity, because it comes with all of the brand equity of Formula One. “We always try and use Formula One as the entry point for a sponsor,” he begins, “and then say you can retain your value by associating yourselves with our business and our business activities all year round. The marquee event in the circuit’s stable comes with the added benefit of not only being on the Formula One calendar, but it is also the season-ending race, adding much more drama to the mix.Įven though it sits as the premier event at the circuit, David Powell, the venue’s chief strategy and transformation officer, makes sure to point out that there is value to be had for brands across the board. While Yas Marina Circuit hosts a number of motorsport gatherings, the main draw for brands is the Abu Dhabi Grand Prix.
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