Judging by additional branding adorning the VJM10 and partnership announcements in the off season, plaudits surrounding Sahara Force India’s forth place finish in the 2016 Formula One Constructors Championship have extended far beyond the commentators and fans.
With an increasing number of leading teams in Formula One struggling to secure new partners Force India are bucking the trend. The teams ability to attract new partners can be attributed in part to their success on track, but perhaps of more relevance, the way in which the success has been achieved. It is a well known fact the Force India operate on a significantly lower budget than the majority of other teams on the grid. Rather than complaining about a lack of finances, the team focus there efforts on maximising what they do have. The ratio of investment to performance gain and as a consequence exposure gain is far higher with Force India than with any other team on the grid. No doubt the marketing team of the Silverstone based team use this information as a key factor in presenting to new partners. The approach is paying off!
Diageo, have upgraded their relationship with Force India, increasing branding space and influence on the 2017 livery and shifting the brand they are seeking to promote through the partnership from mass market offering Smirnoff, to premium brand Johnnie Walker.
— Johnnie Walker (@johnniewalker_) February 23, 2017
Innovative premium watch brand Felio Siby have extended their partnership with Force India for a second year, with promises of unique brand activation events through the season.
— Felio Siby (@FelioSiby) February 23, 2017
Hype Energy Drink have expanded their partnership within the sport for the third season in succession. With increased branding on the VJM1o in premium exposure positions.
— Hype Energy Drinks (@hypeenergy) February 22, 2017
New clothing partner Farah have joined the team, supplying a unique range of travel wear and fan range to be launched later in the season.
— FARAH (@farahmenswear) March 1, 2017
Eye Respect – LDNR eyewear join Force India as the official sunglasses / eyewear partner for the team, taking brand positioning on the wing mirrors of the VJM10
Forex Trading partner FXTM also join the team with branding on the rear sidepod of the car. As forex trading moves into the mainstream Force India have done well to secure a leader in the sector.
— ForexTime – FXTM (@ItsForexTime) February 22, 2017
Another interesting component of the partnerships Force India have established ahead of the 2017 season is the amount of deals which are customer facing. Increasingly partnerships within Formula One are focused on business to business relationship building or hosting high net worth individuals. Force India are establishing partnerships which incorporate a consumer facing offering. They are achieving this whilst also introducing partners with aspirational product offerings.