Cross-sport audience alliance
LaLiga
x Renault Sport Formula One Team
A first-of-its-kind partnership between an F1 team and a football league
Context
LaLiga wanted to grow its international brand beyond football. Renault was looking for new partner categories and new audiences.
Approach
We built the deal on audience data. LaLiga's market studies showed that its TV viewers also watched F1, and Carlos Sainz with Renault offered the natural bridge. With complementary calendars, the partnership covered the entire year.
Deal structure
LaLiga became Official Football League Partner for the 2018 season, with branding on the cars and on the race suits of Nico Hülkenberg and Carlos Sainz. A first of its kind for an F1 team.
Results
- Close to EUR 7M in expected media return for LaLiga
- A new sponsor category unlocked for Renault
Our takeaway
The best-fit partner is not always in the obvious category. Proven audience overlap beats industry logic.
Partnership led by Antoine Magnan, then Head of Partnerships at Renault Sport Racing / Alpine F1 Team.