Following on from Audi’s success at Le Mans on Sunday, something has been rattling around in my head in recent days.
For the subject of a study, it would be quite interesting to see audience and corporate demographic analyses for the 24 Hours of Le Mans and the WEC, if for no other reason than to examine how they compare with similar studies for the likes of Formula One, DTM, V8 Supercars and WRC (etc).
Although it would probably make for intriguing – if somewhat dry – reading, it could go some way to providing a significant insight as to why businesses operate in through these channels and maybe unveil what they are selling and to whom (corporate and audience).
For example, would a soft drink be as successful at mass market brand engineering in one giant category of motorsport compared to another? Also is the potential in direct marketing through victory ultimately a catalyst for higher sales, even if their chosen category enjoys a far smaller global audience?
It depends what one is trying to sell I suppose. At the risk of appearing foolish, shifting overpriced oily soft drinks may be a touch easier to a casual fanbase than selling the latest evolution GT car. From an entrants point of view, it may certainly make an interesting project should some documents magically appear somewhere. We’ll see.
I imagine this is why Red Bull have their driver development program for FFord up to F1, whilst KX Energy sponsor the Ginetta junior drivers up to BTCC.
I imagine Monster Energy have a similar scheme in the US?
Hi Matt,
Thanks for the comment.
I agree. Red Bull have executed the project very well and have found huge marketing success, not just with Vettel, but also the Red Bull team as a whole, but that extends further when one looks at their branding achievements in categories such as rallycross.
It will be very interesting to see how Red Bull operate as the promoter of the WRC, which I am led to believe is more about playing the long game and rebuilding foundations as opposed to a project that delivers immediate return.
Monster Energy is a bit different I believe, but must emphasise my lack of knowledge with regards to their lower and junior reaches. They have picked up a number of top level endorsements, but I am not really aware of any development programme that may be in place.
Will have a look around.
Yes Leigh, my knowledge of Monster Energy consists of having seen them on a few NASCAR/IndyCar teams, so I presumed (wrongly? rightly?) that they would have a junior program in place in those fields.
I’ve not seen too much about Red Bull’s WRC program, but am aware they’ve had a presence for some time now – if their investment leads to better coverage and securing the future of WRC and JRC championships, it’s all for the better of motorsport.
But, then the question is – should motorsport be relying on one private company for improving it’s image and marketability. Surely the sport should be doing that itself.
Hi Matt,
Apologies for the delayed reply and thanks again,
Red Bull took over as promoter for the WRC just after the start of this year, but you raise an interesting point regarding a private company having such involvement with a World Championship.
In this instance, I have no problem with it, as – I believe – the final rights lie with the FIA, but has essentially being leased to Red Bull for a set period of time. Red Bull will do what they see fit to promote and rebuild the sport, but within reason as the FIA will unlikely tolerate any changes that run the risk of seriously diluting the product any further.
Sadly though, during the Pikes Peak run yesterday, there appeared to be little in the way of WRC presence or cross-promotion, despite it being promoted by Red Bull and featuring Sebastien Loeb’s hill sprint, although there may also have been commercial reasons behind it.
As an aside, Eurosport have a similar deal with the ERC and are making some small gains with a sensible approach. Again, it remains to be seen how that develops over a longer period and if they can make dents in viewing markets.
Regarding Monster, (I must honest) I didn’t recognise a whole of names on the list, but of the ones I did know, it does seem to be more of a celebrity gathering and I’m not sure there’s any junior programme in place at all. Hopefully someone who knows more about it will confirm.