Brands crowd the starting line at the Formula 1
Engines, ready. Inflatable on-ground activations, ready. Helmet stickers, ready. This weekend the Australian Grand Prix takes off in Melbourne and it is a sponsorship and brand partnership bonanza.
Over 20 major advertisers have signed up for Network 10’s free-to-air Formula 1 broadcast, including Harvey Norman, Shannons, 7-Eleven, Subway, and American Express. Hundreds more will be filling every square inch of Albert Park, and the entire event has Louis Vuitton as its naming sponsor.
Nick Bower is the general manager of ad sales at Ten’s parent company, Paramount Australia. Ten has held the free-to-air rights to F1 for 23 years, and most of this year’s major partners are repeat customers.
