Those top three teams each averaged more than US$10,000 in sponsorship value for brands per post, indicating they generated high fan engagement and had clear, quality promotions for their partners. On a per post basis, Red Bull Racing remains at the top with Mercedes and AlphaTauri driving the second and third most AAV per post during their livery reveal period. When it comes to sponsorship value generated during these reveals, Red Bull, McLaren, Mercedes, and Aston Martin rise to the top, each generating more than US$1 million in AAV for their partners, including their namesake brands. While fan engagement is key, this is also a big moment for sponsors, especially new ones on the livery. That's more than double any other team in Formula One, with Red Bull Racing coming in second with less than 20 million. That comes through in the social engagement as well, with McLaren generating the most fan engagement with more than 46 million interactions and video views combined.
#F1 2021 liveries drivers#
Other teams didn't capitalise on the moment as much, with Alfa Romeo and Williams posting less than 50 times combined with their drivers during the reveal period. The teams took different approaches with these releases, with McLaren and Aston Martin each posting more than 200 times during the livery reveal period. The chart below details the data around fan engagement and the adjusted ad value (AAV) – Hookit's key sponsorship metric – from the teams and drivers. By looking at all the posts, Hookit gathered brand value from the livery reveal and the brands that benefit from the momentum it generates with fans. Hookit's data covers all posts during this time period by the teams and drivers rather than just the ones that had the livery reveal branding, such as #MC元5M for McLaren, in order to provide a more complete analysis. The methodology behind this sees all posts by the team and their drivers tracked during the dates around the livery reveal, from two days before the launch through to three days after, capturing the momentum leading up to and coming out of the event. As these reveals have become digital-first events, Hookit tracked the posts by the teams and drivers, the engagement by fans, and the value for sponsors that these events generated. The livery reveal is perhaps the biggest moment of the offseason for teams. But before that, spontech specialist Hookit analysed the social engagement and sponsorship value behind the release of the teams' car liveries.
The 2021 Formula One season begun on 28th March.
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