Interesting stuff, made me think about the effect of all that sponsorship on myself.
I found myself answering that yes I would buy Johnny Walker and Hugo Boss, but neither because of their F1 sponsorship- Hugo Boss sponsor a racing yacht, and Johnnie Walker read that letter. (The letter that Johnny Walker read, for you uncultured schmucks).
Interestingly I tend to support Red Bull because they are a Milton Keynes based team, and I do a lot of windsurfing- also sponsored by red bull (infact got through a large amount of free red bull at the weekend). But would I ever buy the stuff? Not a chance, it's outrageously expensive.
But maybe they're onto the long game- if I was rich, (or get rich, haha) then I think I would be buying lots of red bull. Plus I'd be more likely to give into those other sponsorships.
I guess the point is that as money becomes less important, brand tends to become more important- and F1 has always catered for the wealthy. So perhaps sponsorship isn't such a waste of money...
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