McLaren partners with a not-yet-launched start-up
Before the Silverstone Grand Prix, McLaren announced a partnership with Iqoniq, a start-up that will only launch next September.
For marketers around the world, especially in the world of professional sports, interaction with fans has become a key element of the communication strategy. This is the niche that Iqoniq wants to invest in, a platform that claims to want to bring fans closer to their sports idols.
The least that can be said is that the new structure is undertaking a massive communication campaign and forming partnerships left and right. Thus, fans of Olympique de Marseille and AS Monaco saw this sponsor arriving on the sleeves of their favorite club in February. It has also established a partnership with the Euroleague basketball.
Iqoniq is investing in the F1 paddock today with a partnership with McLaren, making it their official partner for fan engagement. Just that. But before seeing loyalty programs or exclusive offers on merchandise, it will first involve visibility granted to this new partner. However, this visibility remains limited as it will be confined to the helmets of the team’s mechanics throughout the upcoming weekend.
This is not the first time that ambitious young startups have made a noticeable entry into an F1 team. Among recent examples, one can recall the Rich Energy episodes at Haas or ROKiT at Williams. In both cases, they left as quickly as they arrived, since the energy drink didn’t even complete its first year of collaboration, while the contract with the latter was terminated just before the start of the second season.
With the participation of RacingBusiness.fr
