diffuser wrote: ↑
Wed Dec 20, 2017 11:29 pm
dren wrote: ↑
Wed Dec 20, 2017 8:22 pm
proteus wrote: ↑
Wed Dec 20, 2017 8:10 pm
He had an offer by Johnnie Walker for 2014 and he turned it down. It was 40mil. per year i believe.
Right, as I've stated, he valued the Mclaren brand higher than the market did (the offers he was receiving). The market changing didn't help.
Did the market change or did thier performance drop ???? I suspect the perf dropped.
But let's remember that Mclaren are trying to build their road car brand outside of F1. That is a premium brand and so they will only want a premium brand as title sponsor of their F1 team.
People would be less likely to go buy a Mclaren road car if the F1 team was, for example, Marmite Mclaren Renault, than if it was Mclaren Renault and happened to have Marmite as a sponsor. That's how advertising works, whether you realise it or not.
Likewise I can't see Mercedes or Ferrari accepting a non-premium brand as title sponsor either. Red Bull doesn't really work by the same model because the Red Bull brand IS effectively the title sponsor as the sole reason for the team is to sell Red Bull energy drinks.
Once Mclaren are back at the sharp end of the grid, they will become more attractive to the kind of premium brands that they would want as a title sponsor, but until then I think it is fair to assume that Zak has realised that they won't get the kind of deal they want and so they aren't looking.
There's also something to be said for having multiple slightly smaller sponsors than one much larger one as you're less exposed if that sponsor pulls out of the sport.