But what will they look for in this adventure? Why do car manufacturers spend hundreds of millions of euros in Formula 1, with no direct link to the core of their business? Of the ten teams present as of this weekend on the starting line of the 2021 championship, seven are supported by car manufacturers. Alongside Mercedes and Ferrari, the pillars of the competition, we find McLaren, Honda (as engine manufacturer), Alfa Romeo, but also this year Alpine, replacing Renault Sport, and Aston Martin, which signs its return to F1 as as builder.
“F1 brings incredible notoriety, it is the third most watched sport in the world – not to mention the ‘Drive to Survive’ series on Netflix”, recalls the consultant Marc Limacher, editor of the “Business / Book GP” on the F1 business. “For the winners, it is the equivalent of 3.5 to 4.5 billion euros of media impact. “To compare with the annual budgets invested: up to 350 million euros this year for Mercedes, or around 200 million for Alpine, according to the consultant’s estimates.