Paddock magazine December 2014 / January 2015 Issue 70 | Page 10
STARTING GRID
The Strategy Behind...
…being a partner of Ferrari
Alonso and Raikonnen in the Shell Eco Marathon
Basis of the programme
Shell’s technical partnership with Ferrari is one of the most
productive partnerships in Formula 1 history, and our team works
very hard to keep it that way. Having contested more than half of
all the Formula 1 races ever run, together we have amassed 12 FIA
Formula 1 World Drivers’ Championships and 10 Constructors’
Championships. Our Formula 1 programme gives us the opportunity to demonstrate that not all fuels and lubricants are actually
equal. For more than 60 years we have developed our products
very closely together with Ferrari and we ensure that ever y technological advantage developed for Ferrari is passed directly through
to the motorist. Shell V-Power fuels and Shell Helix Ultra with
PurePlus technology are our top products, and have been tested
by Ferrari in the world’s most extreme automotive test bed. One
of the proudest moments of our relationship is, of course, when
we see the direct impact of these products to performance. What
could be better?
Measuring emotions
The partnership with Ferrari has developed over the years into
an incredibly strong bond. We push one another forward every
step of the way and we are very confident that our relationship
will continue to reach new heights. We invest in Formula 1 mainly to demonstrate the strength of our fuels and lubricants, and for
this reason, increased sales of our premium products is one measurement of the relationship.
Another important aim is brand awareness and customer activation/retention. Certainly, the partnership provides an excellent marketing communications platform and is widely leveraged
across Shell in different countries.
Shell and Ferrari are continually pushing the boundaries of
10
By Kai-Uwe Witterstein |
Shell has a truly impressive
history of “fueling” Formula
1. Either it’s the partnership
with Ferrari or the general
involvement in the sport,
this company is definitely a
huge part of the circus. We
have Kai-Uwe Witterstein,
Global Sponsorship Manager
of Shell, to take us through
the important points of a
solid business relationship
with the most successful
Formula 1 team ever.
technology to come together as two of the world’s most recognised
names in motorsport. Working with Ferrari is such a pleasure for us
– the ultimate passion and commitment of everybody who works
for and with Ferrari is unique, it’s mind-blowing. We have a very
honest and loyal relationship that goes above and beyond a normal sponsorship, I think this is precisely what made it so strong.
The business of Formula 1
It’s no secret that the Formula 1 industry was and still is the
pinnacle of motorsport business – the “crème de la crème”. The
sport continues to lead the way in terms of technological development, efficiency and innovation, and advances found in the sport
regularly find their way into the cars driven by everyday people
– something that is crucially important for Shell – to ensure that
development for Ferrari is passed directly through to the motorist. For example, take traction and electronic stability control, both
of which are now mandatory for modern road cars.
This has been particularly true since the 2014 season, which
saw Formula 1 enter a new, greener era. Energy efficiency is now
one of the key factors for the teams and their technical partners
as they work together to meet the demands of new regulations. In
the long term this will bring benefits to road users, and, ultimately, auto manufacturers.
Formula 1 and various businesses have intertwined and grown
together since the dawn of this sport. What’s important in the
modern era is the way of addressing the maximisation of business
opportunities around Formula 1. The sport observes and considers the needs of big companies and, giving them the opportunity to demonstrate what they have to offer to large-scale audiences,
helps companies grow and spread their message, which is a fundamental part of business improvement.
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