Honda F1 scraps sponsorship logos

The Honda Racing F1 team is scrapping sponsorship logos from its cars and replacing them with an image of the earth in a bid to boost its environmental credentials.

The team is offering its fans the chance to purcase a pixel of the image from the website myearthdream.com, which will help build the image and will include the owner’s name if it is magnified.

Alistair Watkins, marketing director at Honda F1, says the move is part of a strategy by the team to move away from the traditional sponsorship model of having branded sponsors towards licensing agreements. The team’s sponsors will now be able to use images of the car as well as the team website to promote their association with the team.

Universal Music and Gatorade have signed up to become partners in the new concept.

Watkins says: “The environment is the number one issue at the moment and F1 has a role to play in that. We probably need to talk more people then any other sport apart from the Olympics and the World Cup, and can put that information to good use.”

He added the concept was also giving ownership of the team back to the fans.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here