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Dennis talks sponsorship
As McLaren team up with Michael Kors, the team's newest sponsors, Ron Dennis says Formula One's title sponsor model no longer works given today's numbers. McLaren last had a title sponsor on their MP4 F1 cars in 2013 after which they parted ways with Vodaphone. Since then the Woking outfit has featured a number of big-names sponsors, but none as a traditional title sponsor. “The sponsorship model changes year on year and for many years it was about a predominant brand on a grand prix car,” McLaren CEO Dennis told F1 journalist James Allen. “The activation budget needs to match the investment and the numbers in Formula 1 have gone up and up and up. “[When] you then...
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10y ago from PlanetF1.com
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