Formula 1

Category Intelligence Analysis

Refreshing F1’s approach to partner acquisition and enabling the partnership team through data-driven decision making.


F1 wanted a more informed way to proactively identify and target prospective sponsorship categories and brands.  


We deployed our Category Intelligence Analysis (CIA) to provide future-facing intelligence on the sponsorship market. As result, we identified 5 sectors with high sponsorship investment potential and provided a business case for each. This included insight on audience relevance and fit with F1, brand uplift potential and an overview of category media investment in and around F1 programming.


F1  bolstered their sales materials with CIA led insight, enabling them to target new entrants and a provide point of difference from competitor rights holders.