Business platform & co-innovation
DP World
x Renault DP World F1 Team
A title partnership built as a supply chain alliance
Context
DP World wanted to grow in automotive logistics. Renault needed to reduce the cost and carbon footprint of a global race operation.
Approach
We structured the deal around a business case, not a logo placement. DP World, Renault Sport Racing and Groupe Renault teams would use F1's global platform and work together on supply chain efficiency.
Deal structure
DP World became Global Logistics Partner and Title Partner. The team was renamed Renault DP World F1 Team from the 2020 season.
Strategic fit
- For DP World: developing innovative logistics solutions for the automotive sector was a strategic objective
- For Renault: concrete solutions to its F1 supply chain challenges and, by extension, to the wider automotive industry
- A shared sustainability agenda, aligned with F1's ambition to become fully carbon neutral by 2030
Results
- Naming rights secured: the team competed as Renault DP World F1 Team
- A joint supply chain program linking DP World, Renault Sport Racing and Groupe Renault
Our takeaway
The biggest deals are not sold to marketing. They are sold to operations, as a way to transform the sponsor's own business.
Partnership led by Antoine Magnan, then Head of Partnerships at Renault Sport Racing / Alpine F1 Team.