Geduld van bezorgde Formule 1-sponsors op de proef gesteld

Gepubliceerd op 07 mei 2020 12:49

Door: Rob Veenstra

De coronacrisis stelt niet alleen het geduld van de Formule 1-coureurs, -teams en -fans op de proef, maar ook dat van de sponsors. De geldschieters hebben vaak aanzienlijke bedragen neergeteld om via de koningsklasse van de autosport meer naamsbekendheid te verwerven, te netwerken of belangrijke relaties in de watten te leggen.

Daar krijgen ze momenteel weinig tot niks voor terug. Dat is wel zorgwekkend, geeft Ignacio Rivera, directeur van Estrella Galicia, toe tegenover persbureau EFE. Met zijn biermerk is hij sponsor van McLaren-coureur Carlos Sainz. Rivera: "We leven in deze situatie met grote zorgen. De coronacrisis is als een bom ingeslagen en heeft overal invloed op. We wachten op een routekaart richting de uitgang, maar die hebben we nog niet. Onze filosofie is om door te gaan met de steun en hulp aan cultuur en sport, maar de bodem raakt een keer in zicht."

Hij vervolgt: "We hebben door de jaren heen een geweldig portfolio aan sponsordeals opgezet en we zijn niet van plan om daar abrupt mee te stoppen. Wel dienen we te begrijpen wat er gaat veranderen. Voorheen kon je gasten meenemen naar Grands Prix, maar dat is straks niet meer mogelijk bij races achter gesloten deuren. Als dat niet meer kan, dan moeten we naar andere manieren kijken om in de wereld van sponsoring actief te blijven."

Bij Iloq, een persoonlijke sponsor van Alfa Romeo-rijder Kimi Raikkonen, is het van hetzelfde laken een pak, aldus directeur Heikki Hultunen in Ilta Sanomat. "Op dit moment gaan we de sponsorovereenkomst nog niet heroverwegen of ongedaan laten maken als gevolg van deze externe dreiging. Maar als het Formule 1-seizoen niet of aangepast van start gaat, dan moeten we andere manieren bedenken om onze doelen voor dit jaar te bereiken. We profiteren van zichtbaarheid in de media en bij evenementen, maar voor nu staan we op standby."

McLaren-baas Zak Brown merkt in zijn zoektocht naar geldschieters al dat bedrijven door de huidige crisis minder happig zijn om tot sponsoring over te gaan en meer genegen zijn om de hand op de knip te houden. "De komende periode wordt niet makkelijk voor de teams in de Formule 1. Het zal een enorme opgave zijn om nieuwe sponsors te vinden", vertelde hij aan The Guardian.

F1 Nieuws Kimi Räikkönen Carlos Sainz Jr Zak Brown McLaren Alfa Romeo

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