F1 »

McLaren to have new title sponsor early in 2014 F1 season

McLaren is set to have a new title sponsor early in the 2014 season, according to group CEO Ron Dennis
McLaren will start the season without a title sponsor but expects to have one in place during the early races.

The team has been without a title sponsor since it's partnership with Vodafone ended at the end of 2013.

With McLaren also switching engine manufacturers from Mercedes to Honda at the end of this year the team is in a period of change, but group CEO Ron Dennis insists a new title sponsor will be in place as soon as he feels McLaren is correctly valued.

"Our cars will not feature a title sponsor at the first event and it will definitely be featuring a title sponsor some time in the next few races," Dennis said. "Why? Because I strongly believe we are Manchester United. Inevitably when you have a run of poor results people try to push the rate card down and I won't accept that.

"I know what this company is and I know what this grand prix team can achieve, and that requires the correct recognition when it comes to a commercial relationship with a principal sponsor.

"We are negotiating with several companies at the moment and I'm optimistic it will happen sooner rather than later. But part of being the size that we are, money is an issue. The racing team - who doesn't have to worry about income - has the biggest budget that it's had in the history of the company."

Dennis also explained that any title sponsorship deal would not be an interim until the Honda partnership begins in 2015.

"We've turned away stop-gaps. You can go a lot in to fractionisation where you go a lot in to branding zones, but what you don't get in that instance is you don't get the benefit of a global advertising strategy. Global advertising strategies are very impactful on those sponsors who sit alongside the title because they get the impact of other people's spends.

"So we are quite scientific about analysing the media impact on the team, impact of colouration, design, whatever. I don't think anyone should be surprised by that because effectively we are competing for the same money and some budgets as world class advertising agencies. So you need to speak the same language and you need to have the same metric of being able to enforce those. The one thing that dilutes the ability to get share of voice is not having a dynamic, proactive title sponsor.

"Fortunately because of the depths of the company I am not stressed by that and I am as certain as one can be that it is something that will change over the next few months."

Tagged as: Mclaren , Ron Dennis

Related Pictures

Click on relevant pic to enlarge
Jenson Button (GBR) McLaren MP4-29 leaves the pits. 28.02.2014. Formula One Testing, Bahrain Test Two, Day Two, Sakhir, Bahrain.
Fernando Alonso - McLaren Honda
Kevin Magnussen - McLaren Honda
Fernando Alonso, Jenson Button - McLaren Honda
McLaren Honda MP4-30
McLaren Honda MP4-30
Jenson Button - McLaren Honda
Jenson Button - McLaren Honda
Fernando Alonso - McLaren Honda
McLaren Honda MP4-30
McLaren Honda MP4-30
The McLaren-Honda MP4-30
McLaren Honda MP4-30
Renault Sport F1 power unit
Lotus unveils E23 Hybrid F1 challenger
Lotus unveils E23 Hybrid F1 challenger
Lotus unveils E23 Hybrid F1 challenger
Lotus reveals first look at the E23 Hybrid

Join the conversation - Add your comment

Please login or register before adding your comments.

Although the administrators and moderators of this website will attempt to keep all objectionable comments off these pages, it is impossible for us to review all messages. All messages express the views of the poster, and neither Crash Media Group nor Crash.Net will be held responsible for the content of any message. We do not vouch for or warrant the accuracy, completeness or usefulness of any message, and are not responsible for the contents of any message. If you find a message objectionable, please contact us and inform us of the problem or use the [report] function next to the offending post. Any message that does not conform with the policy of this service can be edited or removed with immediate effect.


March 06, 2014 10:42 PM

This kind of news are always welcomed by every F1 fan. Some of us likes Ferrari, others Red Bull or McLaren, Mercedes, Williams etc. But all of us loves the sport itself and sponsor are crucial at keeping the sport healthy.

© 1999 - 2015 Crash Media Group

The total or partial reproduction of text, photographs or illustrations is not permitted in any form.