Michael Schumacher still has the support of his sponsors

The exposure of the brands is not the same since Jet Set and Navyboot benefit from a prominent place on the suit and undersuit of the German pilot, while Audemars Piguet favors product placement.

Thus, Michael Schumacher is now one of its ambassadors and regularly poses with a watch from the prestigious Swiss brand on his wrist. We must not forget Deutsche Vermögensberatung either, which has adorned his cap for many years, which can only translate to a significant financial contribution from the family business.

Nevertheless, the personal brand value of the Mercedes driver has been suffering since his return to competition with the Stuttgart and Brackley team: in 24 races, he has not been able to reach a single podium, despite having 91 wins in his impressive record, while his teammate Nico Rosberg has recorded three in the same period.

The sponsors, of course, maintain a facade of confidence in their investment. Thus, Audemars Piguet stated to Bloomberg that it was above all the man and his entire career that pushed them to associate last December with one of the world’s most expensive athletes. As for Navyboot, Faris Momani, its CEO, stated that Michael Schumacher is nothing short of a legend. He nonetheless hopes that the driver’s fans will be willing to break the bank to purchase a pair of boots (with 18-carat gold stars) with a special edition paying tribute to the German driver. To do so, they will still have to shell out the modest sum of 5,000 euros. After selling 2,000, Navyboot will break even, not taking into account the publicity and notoriety created by such an association.

The sponsors still believe that Michael Schumacher is a safe bet and capable of enhancing their brand’s image. It is true that if he managed to get back on the podium, it would be enough to reignite the passion of the many fans currently disappointed by the German champion’s performances.

With the participation of RacingBusiness.fr