Brand Partnership of the Year Finalists: A Closer Look
The anticipation is building as the prestigious Brand Partnership of the Year award draws closer to its announcement at the Autosport Awards in London on January 29. This award recognizes a brand that has seamlessly integrated into the world of motorsport, effectively conveying its message while adding value to the team, driver, or series it has partnered with. This year, the competition is fierce, with some of the biggest names in the industry vying for the top spot.
Michelob Ultra x Williams Racing: Lap of Legends
One of the standout finalists is the collaboration between Michelob Ultra and Williams Racing, which created a groundbreaking activation known as ‘Lap of Legends’. This near-one-hour special utilized cutting-edge AI and machine learning to bring together F1 world champions who previously raced for Williams. The event, featuring then-Williams driver Logan Sargeant racing against iconic champions like Alain Prost, Jenson Button, and Nigel Mansell, captured the hearts of 19 million viewers and garnered an impressive 4.5 billion impressions. The judging panel lauded the partnership for its innovative use of AI and its strong connection to the product.
Peroni Nastro Azzurro 0.0% x Scuderia Ferrari: Tifosi Nastro Azzurro 0.0%
Another finalist, Peroni Nastro Azzurro 0.0%, took a bold step by rebranding itself as ‘Tifosi Nastro Azzurro 0.0%’ in honor of their partnership with Scuderia Ferrari. The brand created a heist-style film starring Ferrari’s own Charles Leclerc and Carlos Sainz, along with team principal Fred Vasseur, to launch their new partnership. The film garnered over 20 million views and achieved an audience reach of 2.1 billion, setting new commercial records for Peroni Nastro Azzurro 0.0%. The judges commended the partnership for leveraging Ferrari’s talent and delivering a creative, ambitious, and effective campaign.
Saudia x Newcastle United: The Secret Driver
Saudia and Newcastle United teamed up for a cross-sport promotion titled ‘The Secret Driver’, featuring the GEN3 Formula E car and three Premier League footballers. The adventure, set against the backdrop of iconic Newcastle locations, captivated audiences across 18 countries in both English and Arabic. With 24 million impressions and 15 million video views, ‘The Secret Driver’ successfully elevated Saudia’s visibility on the international stage. The judging panel praised the partnership for its highly creative brand film and effective delivery of a complex narrative.
SABIC x Formula E: Driving Innovation
SABIC’s collaboration with Formula E showcased cutting-edge solutions and innovation in the world of electric motorsport. By supporting the design and production of the GENBETA prototype car, SABIC highlighted its commitment to advancing electric mobility and solving global challenges. The judges recognized SABIC’s strong B2B offering and effective campaign, leveraging its partnership with Formula E to drive impactful change in the industry.
In a world where brand partnerships are essential for reaching new audiences and creating memorable experiences, these finalists have set the bar high with their innovative activations and strategic collaborations. As we await the announcement of the Brand Partnership of the Year winner, one thing is certain – the future of motorsport marketing is in good hands.