Nikki Wicks
Sep 19, 2014

Delay in sponsorship recognition for Singapore Grand Prix

SINGAPORE - Marketers in Singapore still mostly associate the Singapore Grand Prix with SingTel, despite the brand relinquishing its title sponsorship to Singapore Airlines earlier this year, according to research.

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The survey, 'Life in the Fast Lane', was conducted by recruitment company Font and canvassed 100 industry figures in Singapore, from marketing, digital, communications and creative roles. It found SingTel had 33 per cent brand recall in association with the Grand Prix, versus 19 per cent for Singapore Airlines. Ferrari was the third-top brand associated with the event, with 12 per cent.

In April this year, Singapore Airlines announced an agreement with the Formula One Group to become the title sponsor of the Singapore race. Practice for the 2014 event starts tonight.

The survey also found that 51 per cent of respondents believed the Singapore Grand Prix is the most important local event for marketers to leverage and 38 per cent voted social media as the most valuable marketing tool.

“It’s no surprise that social media reigns for F1 marketing,” said Anna Clark-Hall, Font's Singapore country manager, who carried out the survey. “Font has seen demand for digital expertise, and brands seek agencies that offer integrated digital and traditional marketing solutions.

The survey, titled ‘Life in the Fast Lane’ also identified the top reasons for attendance among marketers in Singapore, with 40 per cent going for the race itself, followed by networking opportunities 24 per cent) and partying (17 per cent).

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