DHL remains the logistics partner of F1

Races outside of Europe are a logistical nightmare for the different teams as they have to transport significant amounts of equipment for each of their races. For a race like Australia, no less than six cargo planes are required to meet the teams’ demands.

In this context, it is logical for Formula 1 to have a dedicated partner in the field, which allows it to benefit from preferential rates. For an industry specialist, like DHL, this type of partnership also has the advantage of communicating its excellence in its core business.

That is why the two organizations have decided to extend an agreement that dates back to 2004. Wolfgang Giehl, the marketing director of the German company, explains that this partnership goes far beyond mere sponsorship: « The true synergy of our official logistics partnership with Formula 1 is linked to the fact that we are two truly global brands dedicated to performance excellence. DHL is able to share the passion of Formula 1 not only with the existing fan base of this sport but also with its 285,000 employees and millions of customers across 220 countries and territories worldwide. As a global leader in logistics, we are able to use a wide range of marketing platforms to highlight the values we share with Formula 1 and tell the unique story of how DHL works behind the scenes to ensure that this highly demanding sport remains a success. »

The presence of the Deutsche Post subsidiary in F1 takes several forms. The first is the placement of the sport’s logo on its planes, as well as its logo’s presence on circuits around the world. But it has decided to go further by becoming the sponsor of a trophy that well represents its desire to be quick and efficient: the one for the fastest lap in the race. Thus, it was Sebastian Vettel who recorded the most fastest laps during the 2012 season, which was celebrated with the presentation of an additional trophy at the Brazilian Grand Prix.

But DHL has decided to go even further in its communication strategy. The company has created a dedicated Facebook page called Formula 1 Backstage by DHL. Through exclusive content and anecdotes, the brand has managed to gather over 420,000 fans. It reminds us that during distant races like the one this weekend, teams reserve seats on all flights between their country and the host country to be prepared for any eventuality. There have been instances where a team sent a front wing as carry-on luggage on a commercial flight! At one time, Flavio Briatore also made his own jet available to bring in technical upgrades at the very last moment.

With the participation of www.Racingbusiness.fr