F1 is a “tried and tested platform for a number of manufacturers,” said Alex Charkham, chief strategy officer at sports and entertainment agency Fuse, and Aston Martin’s re-entry is a “significant marketing exercise” for the brand.
On race days, the brand’s marketers can step back and “let the Formula One team do the marketing for them,” said Charkham.
In the background, NBC is working hard to “humanize” the Olympics in Paris this year, said Alex Charkham, chief strategy officer at Omnicom specialist sports agency Fuse.
“It’s about creating things that are talkable, that drive interest,” he said. NBCU is also set to shake up its commentary staff, adding celebrities such as Jimmy Fallon and Snoop Dogg to its on-screen talent roster.
The Figs-sponsored heart-rate monitors will help NBC bring “relatability,” said Charkham, to a sporting event that otherwise focuses on pushing the limits of human physicality.
“It’s very hard for us to relate to any athletes, but many people can relate to what it’s like watching your kids perform, and the trials, tribulations and nerves that you go through,” he said. “From a commercial standpoint, that then brings in a whole new raft of opportunities because of that story.”
