Formula 1: Measuring Sponsorship Success

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I'm curious, when you started refining this measurement strategy and everything Liberty did, how did that affect discussions once the renewals with existing partners came up? How did it affect the pricing and the range of potential renewals?

The renewals weren't straightforward, but we could point to a very different product with a different opportunity for a brand. Interestingly, we also got involved in renewals where the partner signed under Liberty and then renewed or didn't renew under Liberty. That tends to be more scientific. In these deals, there are KPIs written in, such as brand sentiment or net promoter score. If Formula 1 hasn't helped hit those numbers for the brand, there's often a review. Like any negotiation, Formula 1 will point to increased audiences and reach, suggesting the number should go up, while the brand might argue unmet expectations. The renewals under Liberty were more scientific, with clear KPIs in every contract for comparison.

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Were there new categories created during your time? Cybersecurity was one, I believe.

Yes, splitting the whole technology sector into multiple subcategories was key. We divided it into consumer technology, enterprise technology, cloud, software, data analytics, and cybersecurity. On the consumer side, we split categories like audio, visual, and headphones in various ways. Splitting big categories into smaller ones was a starting point.

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