[Updated] UPS the leading logistics business has come into F1 as a partner of the Ferrari team. Although no figure was given for the value of the deal, its is described as a “long-term deal”. It follows Rolex, Emirates and Blackberry as well as Experian (announced today on the Williams) as the fifth global brand to enter F1 over the off-season, a very encouraging sign for the sport.
Based in America, UPS has been involved in motorsports sponsorships for 12 years, but this is the first time it has come into F1. The deal was announced this morning in Barcelona, where the second F1 test is due to start today. UPS will not only appear on the car, it will also act as logistics partner for Ferrari, helping it to shift materials and equipment around the world.
As with the other deals announced this winter, UPS has chosen F1 because it offers a global reach for its brand. In this case, they are keen to reach the Asian markets where F1 has expanded in recent years. Although UPS is an American company, F1’s recent move back into the US is not top of its reasons to engage.
Although there are concerns in some quarters that sponsors will be put off by declining viewer numbers with F1 moving to a pay TV platform in many European markets, for the moment the arrival of these brands tells a different story. Two have come in as partners of F1 itself, two have come in with the manufacturer owned teams Mercedes and Ferrari.
“It is not just a sponsorship, it’s much more than that for us, ” said Christine Owens of UPS, (above with Ferrari president Luca di Montezemolo). “It gives us a chance to demonstrate our capabilities and to become a household name worldwide. We want to show our global capability, sending things from Europe to Asia, to the USA. F1 is truly global, it runs for 10 months of the year, which helps it to stay more top of the mind and nothing compares with its fanbase.”