Archive for April, 2009
McLaren’s sponsors get nervous…
Apr 23rd
The Daily Telegraph has learnt that agents acting on behalf of key sponsors have approached the FIA and Bernie Ecclestone’s Formula One Management company to impress upon them the gravity of the situation if McLaren are suspended by the FIA’s world council at a hearing in Paris next Wednesday.McLaren have been summoned by the sport’s ruling body to answer five charges that they lied to race stewards in Australia and Malaysia – cheating Toyota out of third place – and procured world champion Lewis Hamilton into supporting that deception. The team have already been disqualified from the Australian Grand Prix and stripped of the points they won in that race, while sporting director Dave Ryan, on whom all blame was apportioned, has been sacked.
Ron Dennis, the executive chairman of McLaren Automotive, has also withdrawn from the sport in a thinly-veiled attempt to placate the FIA, with whom he has had a difficult relationship. However, the FIA are continuing to investigate the chain of events that led to Hamilton issuing an emotional apology to the world in Sepang three weeks ago.
A source close to one of McLaren’s key sponsors said: “I can say that if a disproportionately large penalty were given to McLaren on April 29 then the sponsor that I am associated with might leave. But the punishment must fit the crime. If there is an irrefutable case of corporate deception then fair enough.
“I think we all know the subtext here; the FIA wanted to oust Ron Dennis. I believe the governing body have allowed this situation to escalate and it is doing no one any good – not McLaren, not the FIA and certainly not the sport. Apart from anything else, it is dissuading other potential sponsors from entering Formula One.”
A two-race suspension similar to the one handed to BAR in 2005 could mean McLaren being ruled out of the Barcelona and Monaco grands prix. Spain is a key market for Banco de Santander, one of McLaren-Mercedes’ major sponsors, while Monaco is the most important race of the season from a sponsor’s perspective. A four-race suspension would include the British Grand Prix at Silverstone on June 21.
If McLaren are found guilty under Article 151c, it would be the second time in three years that they have been found guilty of bringing the sport into disrepute. The last time they were up before the world council, over the Ferrari-Spygate affair in 2007, they were handed a $100 million fine, the largest in sporting history.
If 151c was deemed to have been breached again, clauses in the contracts of the team’s major sponsors, such as Vodafone and Diageo, which owns the Johnnie Walker whisky label, would allow them to walk away from McLaren, leaving one of the sport’s largest teams without full financial backing during a worldwide recession.
It is understood that Vodafone’s 10-year deal with McLaren-Mercedes, signed in 2007 and with an opt-out clause after five years, is worth $800 million. Diageo’s deal is believed to be worth $45 million per year. Exxon Mobil and Banco de Santander are the team’s other major sponsors.
At jeopardy would be more than 1,000 jobs. McLaren Racing comprises roughly 600 employees, while many of the McLaren Group’s other departments, such as marketing and sponsorship acquisition, depend on the F1 operation to survive.
McLaren Automotive, which Dennis is to splinter off from the main McLaren Group, comprises another 500 employees and would also be placed in serious jeopardy if its major advertising platform was wound up.
F1 grids to increase from next year – a definate maybe!
Apr 23rd
Following the sport’s moves to cut the operating costs of teams and a promise of a £30m aid fund for new outfits, as many as eight new teams are reportedly vying for three additional places on next year’s grid including British firms Lola and Aston Martin.The importance of bringing new teams into the sport has been emphasised by Ecclestone whose Formula One Management will plough almost £7m as seed capital into each new team and then pay at least £3m more for their travel costs for a season.
Aston Martin, under the leadership of David Richards the former Benetton & Renault team principal, have long been linked with a return to the sport. ‘This is a great time to come in. If budgets are capped to a sensible level, everybody will benefit. Instead of F1 being a contest of the teams with the most money, it will become a championship for engineers with ingenuity and great drivers who can show their skill, as it was years ago.’ said Richards.
Additionally Lola, one of a number of organisations considering an entry into F1.‘The announcement that F1 teams may opt for a prudent, financially responsible cost-capped regime from 2010 has resulted in us deciding to fully evaluate the opportunity to develop a car to compete in the FIA F1 World Championship,’ said Lola Group executive chairman Martin Birrane. Lola was a consistent presence in the F1 paddock from the 1960s, and has entered discussions with several parties over the development of a car for next year.
Outside of Aston Martin and Lola, a US-based team is also in the process of being formed while a host of other car manufacturers are eyeing up the opportunity. www.sportindustry.biz
Petronas team up with Rossi & Fiat Yamaha MotoGP
Apr 15th
Petronas, the Malaysian national oil and gas corporation, has become a major sponsor of the Fiat Yamaha MotoGP team after signing a three-year deal.Petronas branding will appear on the Fiat Yamaha team’s bikes, equipment and uniforms, including that of Valentino Rossi, the sport’s biggest superstar. Petronas has worked with Yamaha for eight years in a variety of fields, but this marks their first collaboration in MotoGP. www.sportsprodailydeal.com
Suzuki Worx team in BSB
Apr 1st
sb:mktg client and factory-backed British Superbike team Crescent Suzuki today announced a two-year title sponsorship deal with professional power tool brand ‘Worx’ seeing the team contest the 2009 series under the new name – Worx Crescent Suzuki.Part of the Positec Power Tools group, Worx, the professional power tools brand that stands for innovation, design and power, first entered the UK market in 1996 with their cutting-edge designs and breakthrough innovations. Successfully expanding their ergonomic range of power tools, Worx is perfect for heavy-duty commercial use and is a range used by young professionals who appreciate their market-leading quality and performance.
Managing director of Positec UK, Clive Daley, commented, “With the Worx brand we are dedicated to delivering innovation, high quality and comfort, all without sacrificing power. I believe the synergies between Suzuki Racing and Worx are many and we look forward to a winning partnership.”
www.sbmktg.net
Playboy gets Randy
Apr 1st
MotoGP team LCR Honda, the Honda satellite team managed by former rider Lucio Cecchinello, will be sponsored by Playboy for the first half of the season. The deal comes as the magazine relaunches in Italy, and will see Playboy’s bunny logo on LCR Honda rider Randy de Puniet’s bike and leathers. www.motogp.com
Virgin win for BRAWNGP
Apr 1st
Sir Richard Branson’s Virgin Group, which spent an estimated US$250,000 sponsoring the BrawnGP Formula One team at the Australian Grand Prix where Jenson Button drove to victory – the team’s first at their first ever event, achieved global TV coverage worth US$10.428 million according to figures compiled by SportsPro magazine. SportsPro, which uses the Margaux Matrix Digital Eye scanning system that minutely analyses every brand featured in the host TV feed, calculates that the BrawnGP team was on screen for 42 minutes 38 seconds during the qualifying and race broadcasts. The Virgin logos were fully exposed for 8 minutes 56 seconds. The Virgin deal is expected to end after this week’s Malaysian Grand Prix… but if they podium again who knows? http://twitter.com/BrawnGP
