Marketing Strategies: Panasonic Jaguar Formula E Racing Team

This report provides a comprehensive analysis of the Panasonic Jaguar Formula E Racing Team's marketing and sponsorship strategies. It begins with an introduction to Formula E and the team's history, highlighting their evolution and objectives. The report then delves into how the team creates value for sponsors through social media, websites, and email marketing, detailing specific examples and opportunities. It examines the rights a sponsor can expect from a multi-faceted partnership and analyzes successful past partnerships, including those with Sportradar, to provide recommendations for attracting new sponsors. Furthermore, the report explores the AIDA model (Attention, Interest, Desire, Action) in the context of marketing, providing practical applications for the team. The report concludes with a list of references used in the analysis.

P A N A S O N I C J A G U A R
F O R M U L A E R A C I N G T E A M

INTRODUCTION
• F1 is one of the world's most expensive games. Without sponsors, running
the race is difficult. In F1, there are 10 teams and each team has 2
competing cars. In addition, there are 2 drivers and a variety of crewmates
in each team who help the team perform on the road. The sponsors are
highly critical for funding and constructing the cockpits with suitable chassis
and tyres.

CONT…
• My rights holder is PANASONIC JAGUAR FORMULA E RACING TEAM. The
British manufacturer resurrected its motorsport scheme with one of the
richest motorsport records of any manufacturer, dating back to 1948, with
its entrance into Formula E in 2016 to showcase its range of electric
vehicles.

CONT…
• The team added Adam Caroll and New Zealander Mitch Evans to the team for its
inaugural Championship season. The squad emerged at the bottom of the table
after a tough season, accumulating just 27 points over the 12 races. The team
recruited inaugural ABB FIA Formula E Champion Nelson Piquet Jr. for its second
campaign to partner Mitch Evans, who stayed with the team for a second season
after his impressive Formula E debut. The team strengthened its spot in the
series by ending the 2017/18 season in sixth place, but victory still proved
elusive for the British squad.

CONT…
• The British car manufacturer is now extending its electric vehicle
experience to its first EV, the Jaguar I-Pace, with over three years of
learning from Formula E behind it. The team's activities in the series
continue to help research, improve and optimise the new technologies
available for the next generation of Jaguar all-electric cars since making its
first production appearance at the 2017 Mexico City E-Prix, powered by Kiwi
driver Mitch Evans.

EXPL AIN HOW YOUR EMPLOYER (I.E.: THE RIGHTS
HOLDER) HAS WORKED TO CREATE VALUE THAT
SPONSORS WILL WANT TO EXPLOIT.
• Social media
• Websites
• Email

CONT…
• Social media. This may sound like a no-brainer, but before, after and after activities,
there are a number of opportunities to use social media that can be useful to future
advertisers.
• Example: Host an Instagram contest for your guests six weeks after the event, offer
participants, fans, etc. prizes to submit photographs of them wearing your event T-
shirt or keeping your product in the shop of your sponsor. Or use Facebook and Twitter
to send coupon links to the sporting goods store of your sponsor, six weeks before the
tournament, reminding them that there is no time like now before the major
tournament to get their equipment.

CONT..
• Homepage. "On their website, anyone can post sponsor logos and say, "We
would like to thank our supporters. Integrate your sponsor into the fabric of
what you are doing on your website if you really want to bring "365"
meaning to this sponsorship commodity.

CONT..
• For emails. Email is one of the most popular ways that we reach attendees
of our case. For that cause, these emails can be one of the most valuable
sponsorship tools you actually possess and an ideal way to expand a
sponsorship past the event's implementation. You can send various forms of
emails and pick just how you want the marketing message of the sponsor to
be viewed by your public.

SET OUT WHAT RIGHTS A SPONSOR MAY
EXPECT TO ACCESS FROM A “MULTI-
FACETED PARTNERSHIP”.
• In the past decade, technology has forced shifts in personal and consumer
behaviour throughout the sports industry, and almost every company has
had to find ways to adapt. Few businesses have replied in such a fascinating
way as Sportradar, once best known for supplying betting companies with
media and technology resources and now providing panasonic and insights
to some of the world's largest fanbases.

ANALYSE YOUR EMPLOYER’S PREVIOUS SUCCESSFUL
PARTNERSHIPS AND THE ACTIVATIONS AND USE THEM
AS RECOMMENDATIONS TO NEW POTENTIAL PARTNERS.
• On behalf of some of the largest tournaments and federations in football,
including Fifa and soccer continental confederations, Sportradar Integrity
Services continues to use its Fraud Detection System (FDS) to research betting
habits, flagging up suspicious practises and alert the authorities of potential
matchfixing. With the Court of Arbitration for Sport in 2016 leaning on FDS
research in upholding a Uefa match-fixing suspension against Albania's KF
Skënderbeu Korçë, the results have already been used as legal facts.