D1 Dufry On Board the McLaren F1

Formula 1 is one of the biggest sports with over 506 million fans around the globe. Its races – known as Grand Prix – are broadcast in nearly 200 territories worldwide and are attended by 195,000 people on average (and bear in mind that each Grand Prix spans three days, from Friday to Sunday). In the social media world, Formula 1 has over 18.5 million followers and is the fastest growing major sport in social media.

A magnet for big multinational brands, the sponsorships in the Formula 1 circus is a crazy world of inches - and dollars - where the driver, the team and the position on the car in which advertising is placed make a big difference. In this context, Dufry made its debut in June during the celebration of the French Grand Prix, on board the McLaren Formula 1 cars of Carlos Sainz (6th in the race) and Lando Norris (who finished in 9th position). And again in the Hungarian Grand Prix in August.

The dizzying figures of investment required are surely out of reach for Dufry´s marketing budget. So how was it possible to see the Dufry logo on the front and sides of the McLaren cars? The answer lies in a key piece of background information: British American Tobacco (BAT). The UK company is one of the main sponsors of the McLaren F1 team through its initiative “a better tomorrow”, a slogan that reflects BAT’s intention of accelerating their business transformation to leverage its portfolio of potentially reduced-risk products. 

The controversy of this campaign – which also impacted rival Philip Morris International with a similar sponsorship of the Ferrari F1 team, coupled with stricter tobacco regulations in some markets – opened a door for Dufry to occupy that space on the cars, even if that was for just a couple of races!

However, it is not just about the partnership with BAT. It is also about international brand recognition and acceptance. Formula 1 teams in general, and McLaren in particular, have very strict rules regarding the brands they align their name with. Moreover, putting the logo on the car is not just about giving money, but also about being aligned with the values and tradition of the team. 

The exciting opportunity that we enjoyed – and that we felt very proud of – really demonstrates the close relationship Dufry has with its key brand partners, and our own growing brand reputation. And, for those who missed it, we will have a chance to see again during the celebration of the Brazilian Grand Prix in November. It is amazing to be part of the “big circus” even if it´s just for a few weekends and benefit from the great brand exposure these events have!