marketing activation, sports marketing
Formula One seems flush with money. But under the hood, teams are in a cutthroat fight to secure cash.
Sauber Motorsport, the Swiss based F1 team, was struggling to secure big sponsors willing to invest big budgets. Many of the companies expressed interest in the special access of a sponsor, but simply did not want or need the F1 media exposure.
So we changed the game.
We created a totally new sports marketing concept in Formula 1. Sauber Club One is an exclusive, discreet club that provides elite access typically reserved only for sponsors. Members can entertain clients at a race, get behind the scenes, host events at the team facilities and rub elbows with the drivers. All in private, and all for a much smaller budget.
Sauber Club One launched in 2010, and continues to provide a unique revenue stream for the team today.