Renault partners with the Spanish football championship LaLiga
Renault has unveiled an unconventional partnership with LaLiga, the Spanish football league, which becomes one of its sponsors.
In recent years, we have seen more and more brands forming close ties with various football leagues. In France, Conforama became the title sponsor of Ligue 1, while Domino’s Pizza does the same with the second tier.
In motorsports, it is also not uncommon to see a brand appear before the name of the discipline, as is the case with Monster Energy in NASCAR or recently ABB with Formula E. In the past, we even saw F1 teams forge marketing partnerships with football clubs, such as Sauber with Chelsea or Marussia with Reading.
But the agreement announced here is unprecedented since it’s LaLiga, the league that hosts clubs globally like Real Madrid or FC Barcelona, partnering with Renault. The goal is to combine the global audiences of both sports, as explained by Enrique Moreno, the LaLiga brand director: « For a long time, we have been looking for ideas to ally with motorsport, and more specifically Formula 1. Our research has shown that F1 fans are potentially football enthusiasts. This new one-year relationship aims to further expand LaLiga’s audience while developing our brand awareness in all international F1 markets. »
Specifically, this will be reflected by the championship logo appearing on the cars and suits of Spaniard Carlos Sainz and Nico Hülkenberg. We can also imagine that players from the championship will attend certain events, starting with the Spanish Grand Prix.
The figures highlighted by the two partners still show the path Formula 1 must take to reach the level of popularity of Spanish football. Indeed, F1 could boast a 6.2% increase in television viewership in 2017, reaching 1.4 billion viewers for its 20 races of the 2017 season. Meanwhile, the cumulative audience of the Spanish league alone exceeded 2.5 billion viewers.
With the participation of www.racingbusiness.fr
