The Art/Science of Sports Sponsorship
Mastercard's blueprint for sports sponsorships
Thank you for being here. You are receiving this email because you subscribed to Idée Fixe, the newsletter for curious minds. I’m Toni Cowan-Brown, a tech and F1 commentator. I’ve spent the past five years on the floor of way too many F1, FE, and WEC team garages, learning about the business, politics, and tech of motorsports. I hope you’ll stick around.
The Art and Science of Logo Placement in Sports
When you think of sports sponsorship the logos - on jerseys, helmets, racetracks, and in Formula 1, on/in the cars themselves - are the most visible symbols of partnerships between teams, athletes, and brands.
But why do brands pursue these associations with sports and what is the ROI? How do they decide where to place their logos? Is it just about slapping their name where the most eyeballs will see it? Does every brand want its logo in the same location? For some companies, it’s anything but random. Instead, it’s a data-driven, highly strategic approach that blends art and science.
At the recent F1 Las Vegas GP, Mastercard and McLaren announced their new partnership*, and I was fortunate to be invited. It was the perfect opportunity to dive into sponsorships and logo placements - not just in F1 but in sports as a whole. Over the years, I’ve explored this topic extensively, from why there are no logos on race suits during post-season testing, to Pirelli’s sponsorship of F1 hot laps, Sir Jackie Stewart’s meticulous partnership with Rolex, and even McLaren’s innovations in advertising.
Here’s everything I learned from conversations with Mastercard’s Raja Rajamannar (Chief Marketing & Communications Officer) and McLaren Racing’s Zak Brown (Chief Executive Officer).
*not paid or sponsored but the Vegas GP was a gifted experience by McLaren and Mastercard
Why Sports Is a Beloved Canvas for Sponsorship
Sponsorship in sports is one of the most powerful tools in a brand’s marketing arsenal, offering a unique mix of visibility, emotional connection, and storytelling opportunities. Unlike traditional advertising, it lets brands align with the passion, loyalty, and identity fans feel for their favourite teams, athletes, and events.
Whether it’s a logo on a winning F1 car, a brand featured on a championship football team’s jersey, or naming rights for a tournament, these associations provide unparalleled exposure and legitimacy. Even fictional teams and athletes in movies hold such sway that brands like Expensify, Tommy Hilfiger, Geico, and EA Sports sponsor them in the latest F1 film.
In a unique way, sports fans actively engage with branded content - wearing merch emblazoned with partner logos, sharing interviews and highlights, or posting behind-the-scenes moments featuring sponsors. For brands, this connection goes beyond visibility - it’s about being woven into the stories and moments fans deeply care about, fostering credibility and relevance.
Formula 1: The Prime Real Estate of Logo Placement
In Formula 1, the placement of a logo on a car dramatically affects its visibility. The nose, rear wing, or halo each offers varying levels of exposure depending on broadcast camera angles and the content shared on social media. Some companies even use AI-driven heatmaps of race footage to identify the “prime real estate” for their logos.
However, social media has redefined this game. Take the nose of an F1 car - it’s historically valuable for head-on TV shots, but now it’s even more valuable as influencers and celebrities pose with the car in team garages, ensuring the logo becomes a focal point in Instagram and TikTok posts. This digital shift amplifies a brand’s reach beyond traditional broadcasts and broadcast exposure is no longer the only factor in deciding logo placement.
Mastering Golf Sponsorship: Insights from Mastercard
Brands like Mastercard have honed their strategies in other sports like golf, where fan engagement patterns dictate prime logo placement. Golf spectators tend to focus on specific course areas, and Mastercard strategically places its logos where attention lingers.
Raja Rajamannar shared how Mastercard’s choice to place its logo on the collars of polo shirts (instead of the chest) and on the front wing of an F1 car initially surprised their partners. Both decisions were based on behavioural data about where fans focus during live events and on social media. These placements ensure maximum exposure in the moments that matter most, both on and off the course or track.
In Rajamannar’s own words, “When it comes to our sponsorships, logo placement is about more than size or prominence – it’s about context and resonance. When we consider powerful and iconic imagery, it’s essential to think about how our brand is represented in those moments. Take our position on the rear of the team kit as an example. This placement shines during moments of celebration – hugs, celebration, pure joy – truly priceless moments. It ensures that our brand continues to embody the spirit of Priceless, even without relying on wordmarks.”
A Blend of Data and Storytelling
What makes this fascinating is how data-driven insights are combined with the art of storytelling. A logo’s placement might be backed by hard data, but it’s the emotional resonance with key moments - like a driver’s winning pass or a podium finish - that creates lasting impact. For Mastercard, a logo visible in these “Priceless” moments solidifies their brand identity which brings to a fascinating historical fact about F1’s podium moments and how they’ve evolved over the years.
Why F1 Ditched Laurel Wreaths: A Lesson in Visibility
Here’s a fun fact: F1 drivers used to wear laurel wreaths during podium celebrations. This tradition ended in the mid-1980s, not due to aesthetics, but because sponsors were unhappy their logos were obscured in these critical “money shots.”
Alain Prost was the last F1 driver to don a laurel wreath in 1985. Today, Pirelli caps adorned with golden laurels have replaced them, ensuring sponsor visibility in these iconic moments.
Sometimes Less is More
The value of being associated with a driver or a team (and to a lesser extent, the series) is so high that there are countless rules of when and how you can engage with the series as a partner brand.
Take Carlos Sainz’s post-season test with Williams which he participated in, all while still under contract with Ferrari. As he was still under contract with Ferrari until December 31st, he was technically not contractually allowed to wear his new team’s branding and their sponsors. We also saw this same example with Pierre Gasly a few years back and let’s not forget the incredible moment Sir Lewis Hamilton got to drive Ayrton Senna’s iconic McLaren earlier this year.
Social Media’s Game-Changing Role
Social media has extended the life of sponsorships far beyond race day. An F1 race might last two hours, but the content - team vlogs, TikToks, and influencer collaborations - keeps sponsor logos visible long after the checkered flag.
As technology evolves, we can expect this “art and science” to become even more refined. McLaren has even pioneered digital solutions, embedding screens on their cars to rotate sponsor logos. In the future, augmented reality overlays could allow brands to customize logo placements for different broadcast regions, ensuring fans in India, the US, and Europe see logos tailored to their cultural contexts.
Sponsorship in sports is no longer just about visibility, as Rajamannar puts it - “it’s about aligning our presence with meaning”. It’s about being part of the action, the stories, and the conversations that resonate with fans. For brands, getting it right means moving from background noise to centre stage in the moments that matter most.
🔗 Boardroom’s Tech Talk
I met Michelai, a tech reporter for Boardroom, during a press trip at the Vegas GP with McLaren and Mastercard and I love how she approaches tech updates, both on social and in the tech Boardroom newsletter. You should subscribe. Tech Talk.
🔗 The Future of Trustworthy Information: Learning from Online Content Creators | Harvard Kennedy School
In an era where social media dominates information consumption, online content creators have become pivotal in shaping public discourse. But with this influence comes a critical question: how do we ensure the trustworthiness of the information they produce? The Shorenstein Center explores this challenge in a new report, examining the evolving role of digital creators in news, the trust dynamics at play, and what platforms, policymakers, and audiences can do to foster a more credible online ecosystem. Read here.
🔗 I tried Formula 1 | Michelle Khare
Who decides where each company patch is placed? Is there a specific formula based on how much they give?
Really interesting post! Sponsorship is indeed way more than visibility and I’m always curious about the KPIs defined by brands when they are engaging into it. The EMV generated by all these front wing influencers picture should be huge!