Posts tagged F1

The fans don’t follow F1… they follow the Brands and Atheletes

Formula One television audiences in Spain and Italy fell drastically this year, reflecting disappointing performances by Spanish driver Fernando Alonso and Italian car manufacturer Ferrari, which suffered its worst season in 16 years.

According to the latest sports viewing survey from TV Sports Markets and Eurodata TV Worldwide, the big falls in Spain and Italy were partly counterbalanced by a significant lift in UK audiences. Viewership in the other two top European markets, France and Germany, remained broadly stable.

Audiences in Spain dropped 29 per cent on 2008, with Alonso’s worst-ever season coinciding with coverage shifting from what was the country’s leading commercial broadcaster, Telecinco, to smaller rival La Sexta. La Sexta’s live coverage averaged just under three million viewers per race and drew an audience share of 31 per cent.

Audiences for Italian public-service broadcaster Rai fell 21 per cent against 2008, when Ferrari won the championship, averaging 5.6 million viewers per race. Further analysis shows, perhaps surprisingly, that almost 40 per cent of the audience was female. Just under 50 per cent of the audience was aged over 55.

In the UK, Jenson Button’s championship season provided a perfect start for public-service broadcaster the BBC, which took over the rights at the start of this year after commercial rival ITV opted to concentrate its limited resources on Champions League football. Audiences were 16 per cent on ITV’s audiences last year and the highest since the BBC last had the rights in 1996.

In France, audiences for commercial broadcaster TF1 rose less than one per cent to 3.1 million. Some 33 per cent of the audience were women, slightly lower than the gender split for Champions League football, where women accounted for 35 per cent of TF1’s average audience last season. Forty-nine per cent of the Formula One audience in France is over 50 years of age, the same proportion for the Champions League. In Germany, RTL averaged 5.2 million viewers per race, with the penultimate race of the season in Brazil attracting the season-high of 7.2 million viewers and a 28-per-cent audience share.

Sources: TV Sports Markets, Eurodata TV Worldwide, Mediametrie – BARB – AGF/GfK Fernsehforschung – AUDITEL – TNS Audiencia de Medios – ALL RIGHTS RESERVED

Toyota finally quits F1

Toyota has confirmed that it is pulling out of Formula 1 - The world’s largest car manufacturer will concentrate on its core business. The team failed to win any of the 139 races it entered after making its F1 debut in 2002 but was fifth in the 2009 constructors’ championship… this despite having one of the biggest budgets in the premier class. Toyota’s withdrawal leaves the sport with no Japanese team after Honda left F1 at the start of the 2009 season. They become the third manufacturer to quit the sport in the last 11 months after BMW announced it was leaving in July. Honda were of course replaced by BrawnGP, who went on to win this year’s drivers’ championship with Jenson Button and the constructors’ championship… again congratulations to all the team in Brackley, UK – an amazing ‘fairy tale’ happy ending.

Maybe this is ‘back to the future’ for F1 – more independent teams and less ‘manufacturers’ – with Lotus (where Trulli may be headed??), Manor, USGP and Campos racing to make the 2010 grid… who will be next to join the fray? Maybe F1 is beginning a new era.

Korea and Canada on FIA’s F1 2010 calendar

Formula One racing’s governing body, the FIA, has released the calendar for the 2010 world championship. The addition of the Korean Grand Prix, and a return to Canada (subject to race contract), will make for a 19-round season – two more than in 2009. The Bahrain Grand Prix will kick off proceedings on March 14, followed by the Australian race two weeks later. The Malaysian and Chinese races will take place in April, with the Sepang event getting underway an hour earlier than this year, with a revised start time of 1600 hours local time.

In May, the championship heads to Europe for rounds in Spain, Monaco and Turkey, before the teams make their way to Canada for the first time since 2008, subject to the completion of contractual negotiations with Formula One Management. If these are not completed, then the Turkish Grand Prix will be moved to June 6.

Following the completion of the European season, the teams will fly out to Asia in late September for back-to-back races in Singapore and Japan, followed by the inaugural Korean Grand Prix. Abu Dhabi will be the penultimate round, with the championship finale returning to its familiar home of Brazil in mid November.

2010 FIA Formula One World Championship calendar
14 March – Bahrain
28 March – Australia
4 April – Malaysia
18 April – China
9 May – Spain
23 May – Monaco
30 May – Turkey
13 June – Canada*
27 June – Europe (Valencia)
11 July – Great Britain
25 July – Germany
1 August – Hungary
29 August – Belgium
12 September – Italy
26 September – Singapore
3 October – Japan
17 October – Korea
31 October – Abu Dhabi
14 November – Brazil

*Subject to the completion of contract negotiations with Formula One Management. If these are not completed then the Turkish Grand Prix will be moved to 6 June.

Note: The race in Australia will start at 1700 local time, in Malaysia at 1600 local time, in Singapore at 2000 local time, and in Abu Dhabi at 1700 local time.

www.formulaone.com

F1 – what goes around comes around!

Team Lotus will be back in Formula One next season – and the Norfolk man draughted in is Mike Gascoyne, ex Toyota, Jordan and Tyrrell designer. Malaysian entrepreneur and new team principal Tony Fernandes is involved in the project – something which brought with it backing from the Malaysian government and a consortium of investors from the country.”It is different from what Lotus was, obviously, as the company is now owned by Proton and this is very much a Malaysian backed initiative. But that backing is exciting and great for Formula One, and to tie that in with the heritage of Lotus has a very nice synergy.” said Gascoyne.

Lotus F1 will initially be set up in the RTN centre at Hingham, a 50,000 square foot facility most recently used by Bentley for its Le Mans programme. Works will eventually move to Lotus’ new operations base at Malaysia’s Sepang circuit. Sponsorship announcements are anticipated and driver line-up is due to be revealed next month.

Lotus F1, based in Norfolk joins Manor Motorsport, based in Buckinghamshire, as two of the four new teams in Formula One in 2010 boosting the motorsport industry in the UK. The other teams are from the USA, Team US F1, and Campos from Spain – more good news is the return of Cosworth as an engine supplier. BMW Sauber also has a new owner having been sold to Swiss-based Qadbak Investments.

It seems the auto manufacturers are pulling out gradually as teams – leaving more independant teams to fill the F1 grid… isn’t this how it used to be?? What goes around comes around!

McLaren’s sponsors get nervous…

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!

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

Virgin win for BRAWNGP

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

LG – Turning crisis into opportunity

‘We view the recession period as a once-in-a-lifetime opportunity,’ says LG Electronics’ Yong Nam – Despite the bleak prognosis, Nam, LG’s global chief executive and vice-chairman, says the company has a once-in-a-lifetime opportunity to take market share.

“We view this recession period as an opportunity. For example – we have a big opportunity in Australia because NEC, Philips and others have pulled out. In sports marketing we have the Formula 1 sponsorship that includes Melbourne. Formula 1 pursues technological innovation and stylish design. The image that we are trying to build is a perfect match with what Formula 1 is trying to achieve. Formula 1 suits our image and brand objectives. Our sponsorship renewal with the International Cricket Council will include Australia. The global sponsorship is for all ICC events over the next seven years. Events for this year include the Women’s World Cup Finals, World Cup qualifier and Twenty20 World Cup. Most of our competitors have been cutting, but we’ve been increasing. Research and development and brand building are two of our most important areas and we will not stop.”

Castellino takes UB Group’s Sports Marketing role

Indian Premier League team Rajasthan Royals’ former CEO, Fraser Castellino has been appointed Chief Operating Officer Sports Marketing Business of UB Group which owns Bangalore Royal Challengers.UB Group Chairman, Vijay Mallya, says Castellino will be responsible for all commercial, administrative and sponsor-promotion activities of UB Group’s sports concerns including Force India Formula One. www.hindu.com

Credit Suisse ends BMW F1 sponsorship

Banking group Credit Suisse has ended its sponsorship of the BMW Sauber F1 team, this may be due to the economic climate but Credit Suisse’s sponsorship contract ended in 2008 and the banking group has announced that it will not be renewed with the firm preferring to now ‘focus on regional sporting and cultural activities’.

A BMW Sauber spokesman stated ‘It will have absolutely no influence on that. The search for new sponsors is ongoing, as it always is, but it is not something we can set a deadline on.’ www.sportindustry.biz