Overview
Silverstone attracts more than 1 million people per year to its events, driving experiences, corporate hospitality and conferencing. Silverstone provides a number of key opportunities for brands to get in front of and create a dialogue with a highly targeted market.
Silverstone Circuit is best known for hosting World-class events, such as the Formula 1™ British Grand Prix, The British Motorcycle Grand Prix (MotoGP), British Touring Cars, British Superbikes and the FIA GT World Championship. These events are the ideal opportunities for brands to associate with and leverage a key, otherwise difficult to reach audience.
Target Audience
The audience, which visits Silverstone is 73% Male and 27% Female, and come from a national and local reach for events and driving experiences. 58% are between 25 and 54 years old and the majority are from a professional background. The audience are brand loyal, lifestyle conscious and relatively affluent.
Sponsorship Opportunities
In order to reach this key demographic, there are a number of key opportunities, which will allow for brands to leverage against;
- Event sponsorship opportunities including – Event title sponsorship, Associate sponsorship. Grandstand branding, experiential space,
- Annual partnerships including opportunities such as; ‘Official Timing Partner,’ ‘Official Fuel/Oil Partner,’ ‘Official Pouring Rights Partners’ etc.
- Silverstone Drive opportunities including – Area sponsorship, Association sponsorships, Presenting partners.
- Communication sponsorship opportunities including – joint E-zine branding, inclusion within our ticket packs, web branding.
- Licensing & Merchandising opportunities, will allow your brand to associate directly with the brand values and essence of Silverstone Circuit by using specific intellectual property such as the image of the circuit, the Silverstone logo, corner names.
All of the above opportunities are leveraged through above the line and below the line communications strategies put together by our in-house marketing department. Additionally the association with Silverstone, either through events, or annually will allow for integration within a brands own marketing communications.
Marketing Objectives
The opportunities which exist can be packaged as creatively as your own ideas allow and can fulfil a number of sponsorship or marketing communications objectives from;
- Brand awareness, (heighten visibility)
- Sales opportunities,
- Enhancement of the brands image and identity,
- Differentiate from your competitors,
- Improve relations with key stakeholders (including staff, customers, and suppliers.)
- Alter public perception of your brand
- Increase market share
Management capabilities and benefits
In the build up to an event, or even through the year, Silverstone can offer a number of core capabilities / key benefits, which include;
- Account management
- Brand promotion
- Event creation
- Networking opportunities
- National and local promotion
- On-site activation
- Mobile marketing – sampling
- Hospitality
For further information, on creating a specific package which can suit you, please contact Mark Brown at Silverstone Circuit on 01327 320415 or 07957 555063.