LONDON, Feb. 6 / PRNewswire / – Aston Martin’s return to Formula 1 as a designer for the first time since 1960 has sparked sponsors’ interest in the Silverstone-based team, according to director Otmar Szafnauer.
Szafnauer said the arrival of four-time German world champion Sebastian Vettel from Ferrari was less of a factor than the appeal and prestige of the British sports car brand.
“They all want to be part of this journey we are on and Aston Martin, the name and what we are trying to do and what our plans for the future are, have attracted a lot of sponsors this year,” Szafnauer told Reuters.
“I think becoming Aston Martin attracted them and the existing ones are happy that we are taking the direction we are taking.”
The team competed as Racing Point last year and previously as Force India.
Announcements include new title sponsors Cognizant and major supporters Sentinel One, as well as Asahi’s non-alcoholic beer brand Peroni Libera (0.0%).
A multi-year partnership with the Nasdaq-listed software company NetApp was announced on Monday.
Mark Gallagher, who served as Jordan the team’s head of marketing in the 1990s, hailed the Cognizant deal on Twitter as “one of the most significant sponsorship deals of the post-tobacco era.”
Paolo Lanzarotti, CEO of Asahi Europe and International, said Peroni would have entered Formula 1 a while ago if it was just about being associated with the sport.
“Joining Aston Martin was an important decision for us. It’s a phenomenal brand, ”he told Reuters. “The team composition also has an effect, of course, but team branding is our top priority.”
Former BWT title sponsors will remain, as will long-time supporters of Canadian driver Lance Stroll, son of the team’s billionaire owner Lawrence Stroll.
Szafnauer said, however, that these are now in the minority both numerically and in terms of value.
The newcomers are a welcome interest at a time when the COVID-19 pandemic has hit revenue for both the sport and teams, some of which have struggled to attract new supporters.
“Part of that is definitely (except for) Aston Martin and part of that is Lawrence – the owner’s ambition,” said Szafnauer. “So it has to be a combination of both.
“I think (the signing of) Sebastian is secondary, his second order, but it shows our ambition.”
Stroll is also the CEO of Aston Martin and a major investor in the loss-making automaker, which is closely linked to the master Mercedes.
Racing Point finished fourth overall in 2020 and won in Bahrain with the Mexican Sergio Perez, who is now with Red Bull.
“If we have a continuation of what we had last year, being the third fastest car in most races, finishing on the podium multiple times, having a race win or even battling for race wins, that is an achievement for us. ” said Szafnauer. (Reporting by Alan Baldwin, Editing by Susan Fenton)
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