{"id":648163,"date":"2026-05-04T03:03:09","date_gmt":"2026-05-04T03:03:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/648163\/"},"modified":"2026-05-04T03:03:09","modified_gmt":"2026-05-04T03:03:09","slug":"f1-sponsors-forgotten-within-weeks-despite-millions-burned","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/648163\/","title":{"rendered":"F1 sponsors forgotten within weeks despite millions burned"},"content":{"rendered":"

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Brands are pouring millions into sponsorships at major events like Formula 1<\/a>, but most fail to leave a lasting impression, according to new research from Honeycomb Strategy.<\/p>\n

The consultancy\u2019s latest report, Pit Stop to Podium, analysed 19 sponsors from the 2026 Formula 1 Australian Grand Prix<\/a>, tracking what audiences noticed, remembered and felt not just immediately after the event, but weeks later, once the noise had settled.<\/p>\n

Being seen is not enough<\/p>\n

The findings point to a clear issue: visibility alone no longer guarantees results.<\/p>\n

For decades, sponsorship has been treated as a game of exposure, driven by logos, signage and reach. But the study suggests that approach is increasingly ineffective, with many brands fading quickly from memory.<\/p>\n

Instead, attention and recall concentrated around a small group of brands, while the majority struggled to cut through.<\/p>\n

The brands that stood out<\/p>\n

Qatar Airways emerged as the top performer across all measures, ranking first for unprompted awareness both immediately after the event and two weeks later.<\/p>\n

Heineken and American Express<\/a> rounded out the top three.<\/p>\n

According to the research, what set these brands apart was not spend or scale, but the intentional design of their activations.<\/p>\n

\"\"<\/p>\n

Kieran Collins<\/p>\n

Kieran Collins, strategy director at Honeycomb Strategy, said the difference comes down to how well brands understand audience behaviour.<\/p>\n

\u201cThe difference between the brands that made the podium and those that faded into the background wasn\u2019t budget, it wasn\u2019t even prominence, it was intentionality,\u201d he said.<\/p>\n

\u201cEvery decision, from the activation design to the touchpoints they chose, was rooted in a deep understanding of how their audience actually behaves. The brands that win don\u2019t just show up with a budget and a logo.\u201d<\/p>\n

Behavioural science drives recall<\/p>\n

The study applies a behavioural science lens, highlighting principles that drive stronger engagement and memory.<\/p>\n

One key factor is \u201cidentity congruence\u201d, where audiences connect more deeply with brands that align with how they see themselves.<\/p>\n

MECCA MAX is cited as a standout example, tailoring its activation to Melbourne\u2019s evolving F1 audience, which includes a higher proportion of female attendees and a growing cultural focus beyond sport.<\/p>\n

The result was one of the greatest improvements in attendee experience and positive sentiment, achieved through relevance rather than scale.<\/p>\n

From exposure to experience<\/p>\n

American Express also demonstrated how visibility can lead to deeper engagement.<\/p>\n

While the brand was more likely to be noticed than the average sponsor, its impact came from creating a sense of belonging through a membership ecosystem at the event.<\/p>\n

The report also highlights mid-tier and newer sponsors, such as MECCA MAX, Nestl\u00e9 KitKat and TAG Heuer, which competed with larger legacy brands by focusing on execution and audience relevance.<\/p>\n

A shift in how sponsorship works<\/p>\n

The research suggests that the industry needs to rethink how sponsorship is approached, moving away from exposure-led models toward behaviour-led strategy.<\/p>\n

It introduces a diagnostic framework, starting with two key questions:<\/p>\n

Does your brand belong here, or is it just paying to be here? Would this sponsorship make intuitive sense to your customer without explanation?<\/p>\n

If the answer requires justification, the report argues the issue is structural, not creative.<\/p>\n

Top Image: Honeycomb Strategy<\/p>\n

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report \u2013 delivered for free every morning to your inbox. \u00a0<\/a><\/p>\n