McLaren maintains a strategic approach, consciously avoiding dependency on a title sponsor in F1.
McLaren CEO Zak Brown insists that he is not desperately seeking a title sponsorship deal.
The Woking-based team is arguably the closest challenger to Red Bull in Formula 1 today, but unlike most other teams, a highly lucrative brand does not appear in McLaren’s official name.
This is a situation that Brown, an expert in sponsorship, inherited when he took over the company—Vodafone being the last title sponsor of McLaren in 2013, although Honda had significant exposure during the subsequent unfortunate period.
“From day one, I wanted us not to be dependent on a sponsor,” the American explains.
“Having a title sponsor, as some teams do, is risky. Because if that sponsor leaves, you’re left with a big void to fill.”
“We have to keep our feet on the ground because we know where we come from. We earned it the hard way, and I think that was a good thing. So we know what it feels like.”
“It forces us to work even harder to ensure that it doesn’t happen again and we take nothing for granted.”
McLaren boasts an impressive list of major sponsors, including Google, British American Tobacco, and others.
“I like the approach we’ve taken,” continues Brown, explaining that he does not rule out securing a title sponsorship deal.
“It would have to be the right brand and the right partnership, then we would be open to something like that.”
McLaren, Williams, and Haas F1 are the three teams on this year’s grid that do not have a title sponsor after Ferrari signed with HP in April.
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McLaren Steers Clear of Reliance on Title Sponsors McLaren Steers Clear of Reliance on Title Sponsors
