All work
Market entry
Tmall (Alibaba)
x Renault Sport Formula One Team
Using F1 to support a China growth strategy
Context
China was the top priority of Groupe Renault's mid-term plan, with the Dongfeng Renault joint venture targeting 400,000 passenger car sales by 2022.
Approach
We identified a partner that brings more than visibility: a sales channel to Chinese consumers. Alongside the partnership, Renault opened a flagship store on Tmall, Alibaba's B2C marketplace.
Deal structure
A partnership covering the 2018 F1 season, with prominent Tmall branding on the cars.
Activation
- Strong presence around the Chinese Grand Prix and across the full season
- A Tmall-branded version of the R.S.18
- Expansion beyond branding toward connectivity, business model innovation and New Retail
Results
- A direct sales channel opened on China's leading B2C marketplace
- A branding partnership that evolved into a broader strategic relationship with Alibaba
Our takeaway
When sponsorship is plugged into a sales channel, its ROI can be measured in transactions, not just impressions.
Partnership led by Antoine Magnan, then Head of Partnerships at Renault Sport Racing / Alpine F1 Team.