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HP getting best value as F1 sponsor – report

Hugo Boss is getting some of the best value for money as a formula one sponsor, a leading sponsorship consultancy firm has found.

The evaluation by Cologne based Sport Und Markt compared brand awareness versus the amount spent by F1 sponsors in 2010.

The result showed that fashion brand Hugo Boss, a long-time McLaren sponsor, had among the most efficient investments in F1, reaching 4.9 million people for its $3.1 million annual spend.

The very best however was Hewlett-Packard, reaching 6.6 million people by spending just $1.5 million for its minor Renault branding.

Allianz comes in at 11th place, Puma 14th and Mercedes-Benz far behind in 23rd, because each person reached cost the German marque a considerable $4.78.

Also struggling for sponsorship efficiency is DHL, one of F1’s official partners, ranking 32nd with its $10 million annually buying recognition among only 300,000 people.

A spokeswoman insisted to German business newspaper Handelsblatt: “This long-term partnership is for us one of the most powerful marketing platforms.”