Infiniti Is Clear Winner In Visibility Race in F1 2013 Season

Infiniti, title partner and vehicle performance partner of the Infiniti Red Bull Racing Formula One team, has become the first F1 team sponsor to pass the US$1 billion  AVE TV value in the 2013 season according to global sports research experts Repucom.

The luxury car maker, which entered F1 in 2011, is now the number one most exposed team partner in the sport, measured by calculating the amount of on-screen branding of the official qualifying and race broadcasts.

Nigel Geach, SVP Global Motorsport at Repucom commented: “Excellent positioning of clear branding on both the Infiniti Red Bull Racing car, team and drivers in addition to significant airtime thanks to the team’s strong on-track performance throughout the year, gave INFINITI advertising equivalency value of over US$1billion from global TV coverage – an amazing achievement.

TV audiences which drive this value across the world are holding up well and with the increase of second screen activity and changing consumption of media – Formula One is still proving to be one of the biggest value returns in global sport.”

Andreas Sigl, Global Director, Infiniti Formula One added: “One of our key objectives for the program is to build global brand awareness for Infiniti, so these results really showcase the power of harnessing the global pull of F1 with a modern marketing approach. These figures only tell part of the story however, as they do not account for the significant additional exposure we get from an intensive schedule of F1 marketing and PR activations away from the track.

“When this is combined with the TV coverage garnered from the races themselves, it is clear we have a very powerful asset when it comes to delivering our broader global business objectives.”