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Sorry JoeS but the WCC is where most of the money is. Winning the WCC gets the teams millions and title sponsorship sticks with the team not the driver - Marlboro and Shell are major contributors to Ferrari. Drivers do contribute though.
I chose Ferrari specifically for this example because they are in a very interesting marketing position in F1 and BE knows it. Ferrari is known world wide and is recognizable by non-race fans. Everyone knows that Ferrari builds fast sports cars. When another team beats Ferrari, the recognition is huge and the association is pretty well instant. Team X just beat Ferrari who build fast cars - wow I didn't know Team X was that good. . Not so much when, for example Lotus or Williams, is the beaten team. Although we easily recognize those names, the majority of the population would be not even know you were talking about a motor vehicle.