First to jump on board was Rolex, the Switzerland-based luxury watchmaker, which struck a global partnership deal with F1 brokered by long-time Rolex brand ambassador Sir Jackie Stewart together with Bernie Ecclestone, the sport’s commercial chief.
Then came BlackBerry, the smartphone manufacturer, which signed a partnership deal with the Mercedes team.
Ecclestone did it again by negotiating a lucrative five-year global partner deal worth an estimated $200m with Emirates, the airline.
UPS, the logistics company, joined forces with the Ferrari team in a deal brokered by JMI, the sponsorship agency, and Williams unveiled a new FTSE 100 partner in Experian, the credit-scoring specialist.
What are these companies hoping to gain from pouring money into F1, and why are they doing it now?
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