McLaren fears for its brand image and its revenue
McLaren is experiencing by far its worst season in Formula 1 in decades. This lack of sporting results could result in a significant loss of revenue for the team.
To find McLaren in ninth position in the Constructors’ Championship, you have to go very far back in the annals of Formula 1 because it hasn’t happened since 1980!
A significant portion of the team’s revenue is linked to its sports performance. Dropping from last year’s 5th place to a potential final 9th place would have a definite impact since, in the 2014 season, the difference amounted to 13 million euros.
Thus Eric Boullier, the team director, admitted to our colleagues at Autosport: « In terms of revenue, if we cannot finish in the same position as last year, there will be a direct loss in revenue because our business is based on our presence in the sport. »
But a decrease in on-track performance can also lead to a decline in commercial performance, as it is more difficult to attract potential sponsors when the cars are stuck at the back of the grid and struggle to finish races.
If he is not in charge of the commercial aspect, the Frenchman acknowledges that the two elements are connected: « If we can’t bring in new sponsors, there will inevitably be damage, which you can’t quantify in millions. But it will be more difficult to bring in sponsors if we can’t show that the team is moving forward and that we will soon be in the points. »
Nonetheless, McLaren can count on significant financial support from Honda, which is using all means to get back on track. However, this could impact the choice of the team’s second driver for 2016: reigning GP2 champion Stoffel Vandoorne would be much less expensive than F1 world champion Jenson Button.
With the participation of www.racingbusiness.fr
