Shell becomes the title sponsor of the Belgian Grand Prix

The Belgian Grand Prix will now have a title sponsor starting this season as Shell has committed to this role for several seasons.

This commitment from the Anglo-Dutch oil firm is part of a broader plan signed with Bernie Ecclestone’s Formula One Group, which includes advertising along various circuits on the Formula One calendar.

John Bullock, vice-president of distribution at Shell, believes that “being the title sponsor will align our values in a sport recognized as the pinnacle of motorsports and demonstrate Shell’s innovation to an increasing number of spectators around the world.”

Nevertheless, this announcement, which is not even shared on the official circuit website, does not change much regarding the financial problem the circuit is experiencing since the advertising done on the circuits goes directly into the coffers of the Formula One Group. The only source of revenue left to the circuits hosting the Formula One Circus is ticket sales.

Bernie Ecclestone is thus making a gesture in favor of maintaining the Belgian race, as concerns were growing more and more pressing about the future of the event due to the fees required for its organization. The F1’s chief financial officer states: “Shell was among the first to recognize Formula 1 as a powerful platform, which has been fruitful for Shell for 60 years. By becoming the title sponsor of the 2011 Belgian Grand Prix, Shell continues to prove its commitment to the sport and its key role in its success.”

Richard Bracewell, the head of global sponsorships, does not miss the opportunity to highlight the commercial interest of the operation: “Spa is one of the most demanding races on the calendar for teams and drivers, making it the perfect place to demonstrate the effectiveness of Shell’s premium products.”

With the participation of RacingBusiness.fr