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Event Recap: F1’s Monaco Grand Prix 2021

May 28, 2021 | Athlete Spotlights

Hookit analyzed how Formula 1, the teams, and drivers performed during the days leading up to and just after one of racing’s biggest events, the Monaco Grand Prix. Instead of “on the track” performance, Hookit focused on the value that these organizations and individuals generated for their brand partners. From 18-26 May, 2021, Formula 1, the teams, and drivers generated a whopping $48M in sponsorship value. For comparison, the sponsorship value in the days around NASCAR’s Daytona 500 was roughly $2M.

Social Sponsorship Highlights at Monaco GP

Social Media

# of Posts: 3.7k

Total Interactions (Likes, Comments, Shares): 136M

Total Video Views: 297M


% of Posts That Included Brand Promotion: 71%

Average Promotion Quality: 18.5%

Realized Sponsorship Value (AAV): $48M

Top Brands

Overall, team owner brands like Red Bull, Ferrari, Mercedes, Aston Martin, and the like are the top brands across F1. However, during the Monaco GP period, 2 non-owner brands cracked the top 5 brands by sponsorship value. Here are the top owner and non-owner brands:

Top 5 Team Owner Brands

AAV Rank Brand Sponsorship Value (AAV)

1 Red Bull $4.0M

2 Ferrari $3.6M

5 McLaren $2.3M

8 Aston Martin $1.9M

9 Mercedes $1.6M

Top 10 Non-Owner Brands

AAV Rank Brand Sponsorship Value (AAV)

3 Tag Heuer $2.5M

4 Rolex $2.45M

6 Pirelli $2.1M

7 Mission Winnow $2.1M

10 UBS Financial $1.7M

11 Petronas $1.5M

13 Richard Mille $1.1M

14 Heineken $1.0M

15 Shell $930k

16 Puma $820k

Featured Industries

Beyond the top 5, a few key industries had several brands among the top 25 brands by value. Here’s a breakdown of those select industries.

Apparel & Accessories

AAV Rank Brand Sponsorship Value (AAV)

3 Tag Heuer $2.5M

4 Rolex $2.45M

13 Richard Mille $1.1M

16 Puma $820k

27 Ray Ban $460k

Energy / Fuel & Lubricants

AAV Rank Brand Sponsorship Value (AAV)

11 Petronas $1.5M

15 Shell $930k

19 Mobil1 $650k

22 Gulf Oil $530k

Other Brand / Sponsorship Highlights

Tire manufacturer Pirelli’s logo was included in the most number of posts from the period, featured in over 1k posts, over a quarter of all posts from the series, teams, and drivers.

McLaren F1’s special Gulf Oil livery propelled the energy brand to be the #2 brand promoted by the team behind owner brand McLaren in terms of total sponsorship value (AAV). Gulf Oil was featured in 177 posts by the team and pair of drivers and received 50% more value of any other sponsor brand from McLaren during the Monaco GP.

Aston Martin F1 saw both cars score points in Monaco, propelling the total sponsorship value for the team and drivers to the highest single-day total all season, benefitting key sponsors like Cognizant, Peroni, Girard Perregaux, and SentinelOne.

We would be remiss not to dive into the value generated from winning team Red Bull Honda & driver Max Verstappen. It is no surprise the two owner brands were the top 2 brands, but rounding out the top 5 from the team and drivers were Mobil1, Tag Heuer, and Puma, all receiving >$150k in sponsorship value during the weekend.

When it comes to Promotion Quality, Alpine F1 driver Fernando Alonso positioned the brands he promoted the best, averaging 32% Promotion Quality across his branded posts. For comparison, Hamilton and Leclerc averaged below 10% Promotion Quality on their posts.

Wrap Up

The sponsor brands were all winners during the Monaco GP, with the series, teams, and drivers generating 38% more value on race day than any other race so far this season. As usual, the series owned accounts generated over 60% of the value, followed by the teams generating about a quarter of the total, leaving 11% from the athletes.

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