Grand Prix cancellation deals a blow to Rolex & Mercedes

Original article by Roy Morgan
Market Research Update – Page: Online : 18-Mar-20

The Formula 1 season was supposed to begin in Melbourne; however, the coronavirus led to a last-minute cancellation of the race, the first time in its history such a step has been taken. The cancellation is a huge disappointment to the millions of Australians who watch motorsports on TV. It is also a blow to the race’s prominent sponsors. Among Australian fans of Formula 1, and motor racing in general, the two brands that stand out the most when they are asked to name those associated with the Formula 1 Grand Prix are Rolex and Mercedes. Rolex is the naming rights sponsor of the Australian Grand Prix, and 4% of Australians associate the Swiss watch company with the Grand Prix in Melbourne. This brand association rises to 11% of those who occasionally watch Formula 1 on TV, 17% for those who participate in Motor racing, 23% for those who attend motor sport and 25% those who almost always watch Formula 1 on TV. Mercedes is naming rights sponsor for the most successful team, which has now won six Formula 1 World Championships in a row (2014-2019). It is associated with the Australian Grand Prix by 3% of Australians, but this rises to 10% of those who occasionally watch Formula 1 on TV or participate in Motor racing, 13% of those who attend motor sport and 14% of those who almost always watch Formula 1 on TV.

CORPORATES
ROY MORGAN LIMITED, FORMULA ONE, AUSTRALIAN FORMULA ONE GRAND PRIX, ROLEX, MERCEDES-BENZ AG

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