The Indian Grand Prix multiplies partnerships
The organization of the first Indian Grand Prix in history is entering its final stretch. While the start of ticket sales promises packed stands, the organizers are also active on the sponsors' side with a growing number of partnerships: Airtel and Mercedes are the latest additions to the list of event partners.

The most important announcement is, of course, the one made by Airtel to become the title sponsor of the event, thanks to a three-year contract with a total value of $8.5 million, according to information from the Times of India. This investment is very limited compared to what sponsors can pay to be associated with the king sport in India, namely cricket. Thus, the same telecommunications provider had stopped its support for the Champions League Twenty20, whose annual bill reached $40 million. The reason given for the premature end of this contract was the low viewership of these matches featuring clubs from the main countries involved in cricket (India, Australia, United Kingdom, Sri Lanka, New Zealand, and the Caribbean).
But if cricket reaches such financial heights, it’s because it appeals to a very large audience passionate about the sport, just as Formula One can also do. However, the markets for Airtel and F1 are not necessarily the same since the mobile operator is present in India, Bangladesh, and Sri Lanka as well as in 16 African countries, a continent where F1 is currently completely absent. The key will thus be to communicate with the Indian public, which will be facilitated by an on-screen presence of at least 25% of the total broadcast time.
The other key partner of the Buddh circuit is Mercedes. Indeed, the brand with the star has become the official automotive partner of the circuit, located near New Delhi. Thus, it will provide vehicles for shuttles benefiting the organization and privileged spectators. Another aspect of the agreement includes the creation of a driving academy on the circuit using vehicles from the Stuttgart brand, as explained by Peter Honegg, CEO of Mercedes-Benz India: The academy aims to develop the popularity of motorsports in this country. It will also offer a training structure with professional drivers. Even though it will be tough to surpass the popularity of cricket, I am sure it will certainly attract a lot of people.
The compelling argument to please fans and enthusiasts lies in the possibility of having one or both drivers from the Mercedes GP team make the trip to accompany the academy participants: « F1 drivers have a very busy schedule during the season. We will certainly try to bring them over during the off-season. Schumacher has a large fan base all around the world, and I am sure the younger ones will benefit from his experience. We plan to start slowly. But within two years, we will try to regularly bring Schumacher and Nico Rosberg to work with the academy’s enthusiasts. »
The goal is to bring an Indian driver to the top of motorsports, following the model of what Force India is trying to do through its own structure, “One in a Billion.” Vocations could be inspired by the first race discovery at the end of next October. Sales have started very well, so much so that the organization plans to sell all the tickets by the time of the race, with 10,000 sales made to residents of the New Delhi region, and as many from abroad. Sales dedicated to this second category have not yet opened, but organizers hope that enthusiasm will show the world full stands. Let’s just hope that the surrounding infrastructure will allow easy access, unlike what happened in South Korea last year.
If it is somewhat unrealistic to think that the event will be at a budgetary balance from this season, the promoters believe it should be achievable within three or four years, as assured by Sameer Gaur, CEO of Jaypee Sports International: «We are confident. We will reach equilibrium in three or four years. Our plans and programs are on schedule and progressing as we hoped.»
With the participation of RacingBusiness.fr