competitors with much deeper pockets to win the official sponsorship,” added Michael.
NEW ERA
With the FormulaE sponsorship is quite different from the Formula1 partnership as tyres are less critical in Formula E; there are no tyre changes in the race – all teams will use one set of the Michelin all-season Pilot Sport EV tyre - but the reliability and performance of the tyres will play a big part in the outcome of the race.
GlobeandMail.com suggests that the new series could deliver interesting results in tyre technology. Chris Baker, Michelin North America Director of Motorsport is reported to have said that the 13, 14 or 15-inch tyres used in Formula1, Nascar and IndyCar are not representative of consumer cars. So the 18-inch rims used on the cars was one of the biggest draws for Michelin because this helps Michelin develop “road-relevant technology”.
“Formula E on ITV is a great strategic fit for our business and follows on from our successful sponsorship of F1 on Sky. A larger segment of our existing and target market is British motorsport enthusiasts and we’re also keen to support green developments in motoring. Smart, targeted sponsorship like this is in keeping with our ambition to be the next most recognisable and trust brand in tyre-retailing”, adds Michael Welch
In addition to the excitement of the new series, the serious aspect of sponsorship and brand-exposure were also discussed.
BA: FormulaE is a very new concept and potentially a gamble for all parties involved; what convinced Blackcircles to get involved right from the start with a sponsorship deal?
MW: Although it is new, Formula E is a progressive motorsport proposition that we think will appeal to the thinking motorsport fan, the sort of motorsport fan we count as core to our group of customers. Therefore it felt like the perfect partnership for us. I also think in its opening season there will be a lot of intrigue which will drive up viewer-numbers more than people may have initially expected.
BA: Last year, it was reported that Blackcircles’s sales totalled £23.2m. I understand that your aim for entire group is to get to £100m of sales over the next 5 years by strengthening your existing UK partnerships, and also by seeking partnerships and joint ventures in Europe.
Are you still on target to achieve this and what is the expected target audience and Return on Investment (ROI)?